This monograph does not solve all the issues and problems associated with the use of marketing innovations in the sector of e-commerce, which should be the foundation for further research. Studies to identify the popularity of the use of particular forms of marketing and innovation to monitor existing trends and new solutions should be used. The proper approach would be the study of online  customers identifying noticeable and effective innovations. Verification of the  effectiveness of specific forms and tools of promotion comparing the opinions of store owners confronted with the opinions of their customers seems an interesting direction of further study.