ABSTRACT The growth of online market both from sellers and enthusiasts of online shopping from year to year continues to increase. Consumer shopping preferences are key to successful transactions, both traditionally and online. Sellers need to be aware of their target consumer profile in deciding that sales are developed into the online market and remain within the traditional market. To analyze the customer preferences of online shopping, a total of 200 respondents in Medan City, North Sumatera Province, participated in this study. The predictor variables proposed in this study are the demographics and ownership of online shopping applications. The results indicate that online shopping decisions are strongly influenced by sex factors, income levels and online shopping applications. Factors of everyday life, age and education do not significantly affect shopping preferences both online and traditional. Keywords: Preference, Online Shopping, Traditional Market, Demographics, Application