The subject of research described and explained in this paper is the development of a communication strategy for a small business; a business that operates exclusively through web shop and the only form of communication with potential customers is social media. In this research primary and secondary methods of data collection were used. For primary collection of data, online surveys and comparative analyses were conducted, while for secondary collection of data, literature, scientific articles and internet sources were used. An online survey investigated the key elements that influence a purchase decision. Thus, speed and ease of purchase are shown to be one of the main motivators when buying, while the biggest drawback is that the product cannot be seen live. Also, thanks to the survey, it can be concluded that consumers have confidence in this form of purchase, but as long as there is the possibility of their own control of the purchase process, they will always choose such a purchase, for example choosing cash payment on delivery as a payment option. It is shown that with good communication strategy the business can be lead through the web shop, although, as it can be deduced from the conducted research, other elements that can be perceived through the human senses still have a big influence on the final purchase decision, and that is easily enabled in physical shops.