The historical developments described in this paper, especially globalization and the development of the Internet, have led to the advent of a new marketing mix. These developments have made it possible for the present generation of young people to fulfill the majority of their obligations using smart devices. They are called generation Y and compared to previous generations they have very different habits and practices and a different upbringing. This is reflected in the change in their shopping habits. This paper sets out two main theses in order to prove this change in shopping habits. Generation Y shops online more than any other generation, and because information is easily accessible, potential consumers are well informed before buying products. The paper introduces the expansion of the marketing mix into social networks that have become newly available online marketing and trade channels. Corporations can use them to maximize their impact on their targeted audience, study consumer behavior, tailor brand communication, and influence consumer purchasing decisions. The last part of the paper analyzes new shopping habits of generation Y.