Despite the high potential of electronic commerce that is characterized by a significant number of advantages for consumers, a number of clients still choose traditional shops as the main place of shopping. The authors identified the causes of it and suggested such measures of increasing the competitiveness as improvement of the parameters of goods delivery, the service of goods self-delivery, the increase of diversity of the methods of payment for the goods, improvement of the consulting quality and organization of communication of users, the use of mobile applications.