This master's thesis deals with the proposal of e-commerce BezPopelniku.cz which sells electronic cigarettes and accessories. The theoretical part explains the concepts and methods that are used in other parts of the thesis. The second part is devoted to analyzing the market of electronic cigarettes in the Czech Republic, SWOT analysis, requirements for the technical features of e-commerce platform, analysis of external and internal environment of the company and ultimately a risk analysis of the project. The third part of the thesis defines procedures for the right proposal of e-commerce, contains proposals for specific competitive advantages and describes the use of marketing tools to promote the store.