Low-income consumers are becoming a more important part, especially in relation to online shopping. Their behavior has been studied with emphasis, but studies around their online shopping are still few. It seeks to identify feelings and motivations of choice for the virtual environment to the detriment of physical stores. Ten in-depth interviews were conducted with low-income consumers who buy virtually. The results show visions of the public as to what drives them to buy virtually and what they feel in relation to purchases, both online and physical, as well as affective responses regarding the form of payment; and difficulties in the purchasing process.