Progressive digitalization has created a new consumer, forcing businesses to redefine their operations. Virtualization has undeniably accelerated consumer digitization, which is reflected in their behaviour. The aim of this study is to identify the characteristics of the digital consumer and trends in their behaviour in an era of increasing digitalization, as well as how businesses are responding to this. This article presents the profile of the digital consumer, digital solutions for e-consumers, and discusses trends in the behaviour of digitalized consumers globally and nationally, as well as businesses’ responses in this regard. Research shows that global consumers, compared to Polish consumers, are more open to digital shopping solutions. While these behavioural patterns are not identical, they are comparable. Both groups choose online shopping based on convenience, availability, better prices, and a wider selection of products. In addition to implementing digital solutions tailored to consumer preferences, companies should adopt a hybrid sales system, which appears to best meet the needs of the new, digitalized consumer. The study utilized a deductive method supported by descriptive analysis, content analysis, and numerical data analysis. The descriptive and content analysis, as well as the numerical data analysis, were based primarily on publicly available Polish and international reports on digitalization and related aspects. Furthermore, books, articles, and analysis of information published in the trade press and online were also used.