Today’s world is overwhelmed with advertising for consumers. We see it on TV, on the computer, on mobile phones, on public transport and basically at every step. People are reconciled to this aspect of everyday life and often do not perceive the supported product as the manufacturers would like to. Trends are changing in every segment of our daily lives, and in the world of advertising, with the advent of new technologies and possibilities, trends are changing as well. Consumers need to know what they are buying and trust the brand. Trust is hard to buy by advertising on TV, banners, or targeted advertising on social networks such as Facebook, Instagram and others. Consumer trust is difficult to build. The aim of this study is to define the current form of online marketing and characterize its individual tools. We focus on online services and shopping. By analyzing literature and Kantar research studies, deduction and synthesis to subsequently detect key changes in online marketing, online advertising, online shopping and services in post-covid era.