The internet, while making shopping easy for consumers, represents a challenge for entrepreneurs seeking to ensure that internet users get transparent, easy to navigate websites and applications. They note, however, that gender is considered to be one of the factors differentiating consumer attitudes. Gender marketing is a relatively new concept developing mainly in Anglo-Saxon countries. It focuses mainly on women, who are seen as making the predominant part of purchase decisions. Moreover, female consumers are recognized as looking for the perfect product, focused on the opinions of others and seeking to contact others. These features are believed to be different from men - who purchase in a thoughtful and independent manner. The article attempts to identify the importance of the role of the Internet as a tool of entrepreneurs in making decisions. A juxtaposition is made between the beliefs of representatives from both groups about consumer needs and the facts about online sales. The authors analyzed the differences in behavior of those connected with entrepreneurship, namely online among Polish women and men and put them in the context of current assumptions about consumer attitudes of both sexes.