Over the past two decades the number of Internet users around the world has incredibly increased. E-commerce is becoming a potential area for business development creating significant added value for the global economy. This increases competition between e-commerce platforms and makes it difficult to survive. The purpose of this article is to create a conceptual model for the success of e-commerce by identifying the factors that determine the involvement of different generations in the international e-commerce activities. An analysis of the scientific literature was carried out to identify the factors. The assessment of existing success factors and success models has identified weaknesses and shaped the model of e-commerce success, which includes the generational divide as a factor that determines the choice of the consumer.