Objective: the goal to reach with the current research of this article is to embrace the electronic market model B2C for the city consumer of Manizales-Colombia in the year 2015 to comprehend the factors that motivate the people to do online shopping and the greater obstacles at the moment of taking a shopping decision. Methodology: a quantitative, descriptive, and correlational research has been done in which a poll has been applied to the 9.057 emails of the participants to which was possible to analyze 421 emails to establish the consumer profile and the level of electronic commerce adoption in Manizales. Based on the theory of the planned behavior. Finding: the 81% of the polled population made internet purchases based only in tourism and electronic devices. This Purchases were made mainly from home and using the computer. The online purchases were influenced by the trustworthiness of the webpage, its access, its service offer and its sale price. Conclusion: The demographic variables showed a significative level in the execution of online shopping. In Manizales the men and the women between the ages 24-34 with postgraduate education are the highest consumers of the electronic market.