The advancement of technology has brought about change in many markets and in people s lives. Digital marketing has overturned physical barriers, brought new ways for consumers to interact with businesses, and created new business strategies. With this, the Generation Y, composed of young considered digital natives, became an important part in the global market. The purpose of this study is to identify which stages make up the online purchase decision process of clothing and accessories by these young people and what motives lead them to make such purchases.