The sharp increase of Internet usage has transformed the way goods are bought and sold. Widely available online information about products and pricing has transferred many consumers from traditional to online stores. The scope of this paper is to examine the perceptions of Greek adopters and non-adopters of online shopping in terms of demographic profile, consumers’ expectations of online stores, advantages and problems related to online purchases. Additionally, the reasons for using or avoiding online shopping, as well as, the types of preferred products were studied. The findings of this paper are useful in explaining consumers’ online buying behaviour. The empirical results provide important managerial implications and set the basis for further research on this field.