The e-commerce market is developing dynamically around the world. In Poland, its value in 2020 was estimated at PLN 70 billion. Compared to 2019, this is an increase of twenty billion, which shapes the growth dynamics at the level of 40 percent. The authors of the study asked themselves what is the impact of product cards and their content on the decisions of e-commerce market customers. The study presents methodology and results of completed research on the content of product cards for selected categories of home appliances for the e-commerce market. The research was carried out in a specially created environment of the online store, functionalities of which corresponded to the ones of leading stores of the Polish market. Nine offers in three product categories were examined. The purpose of the study was to examine the factors influencing purchasing decisions of a potential customer during online purchase process. The impact of product card composition on purchasing decisions was assessed, taking into account individual age groups and sex of respondents. The obtained results showed significant differences in purchasing decisions between basic and rich content cards. Additionally in a group of household appliances, a relation has been revealed between demographic characteristics and purchasing decisions of customers on the e-commerce market.