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This paper presents a research study detailing the procedure and results of experimental eye-tracking research to evaluate employers' career websites. The objective of this research was to gain an insight into Generation Y's perspective on the career websites of prospective employers. The objective was developed into several research questions and hypotheses. The eye-tracking research method was used to test the websites. The eye-tracking tests were supplemented by an in-depth interview and a standardised questionnaire with the aim of acquiring the respondents' subjective views and preferences. The research study contributes to an understanding of how prospective employees from Generation Y view the career websites of employers and the importance of the elements presented on them; it allowed factors that affect the perceived attractiveness of career websites to be identified and provided information as to what Millennials liked the most/least about the organisations' career websites and what would be advisable to change in order for the career websites to better serve their purpose. Based on the research findings, recommendations were made for creating attractive career websites for job seekers from Generation Y.

E-commerce is a big part of the economy and is extremely important for businesses that sell their products or services online. Thanks to e-commerce, businesses have the opportunity to reach more customers, because, due to the current global economic challenges, quite a lot of people shop online, which is the fastest-growing retail market. Therefore, digital marketing allows businesses to expand their target market and increase sales of products or services and the effectiveness of communications with their customers. In this article, we considered the theoretical aspects and main types of e-commerce researched the marketing tools, and analyzed the development trends and the basis of digitalization, the accelerated development of which was mostly caused by the Covid-19 pandemic, during which e-commerce and retail trade played an important role both for the economy and for society as a whole. On the basis of the conducted study of e-commerce in European countries, enterprises are offered to expand various types of digital activities, implement digital innovations and rethink interaction and communication with consumers.