Over the past few years online consumption has increased dramatically, especially as a result of the global pandemic. On one hand, a high unemployment rate was observed in Brazil, on the other hand, it was an option for many Brazilians to undertaken in electronic commerce. However, the way of virtual entrepreneurship requires understanding of the factors that impact consumer decision making, so that the best choice of investment in a virtual store can be right. The objective of this study was to identify the determining factors that influence decision making when buying products online, carried out by Brazilian consumers on retail sales, e-commerce sites, specifically in private label virtual stores, entitled by proprietary sites, excluding manufacturers online stores. Based on a documentary and bibliographic research, the selected and defined variables were: Online Purchase Environment, Sources of Influencers, Forms of Service and Price Range. The method chosen was the conjoint analysis, which allows different combinations of attributes and their levels to be evaluated all together. The results showed that price is the main factor in the consumer s purchase decision making, followed by the form of service on the website, with emphasis on WhatsApp. The indication of friends and relatives to make a purchase, also proved to be relevant, as well as buying in stores of own websites, thus allowing owners of sites to manage guidelines in order to become more competitive in online commerce.