The article aims to investigate consumer perception of innovations in e-commerce and according to exploratory research results to define further research areas. Literature analysis was performed to investigate and identify important criteria of e-commerce quality perception, after exploratory research was conducted, in order to deepen the knowledge and drawback of further research trends. For exploratory research, questionnaire and descriptive statistics were employed. The results of empirical research show that usage of innovations in e-commerce can have a positive impact on business performance since customers demonstrate a positive attitude towards innovative solutions in e-commerce. All three innovative solutions presented in research (gamification, augmented reality, and big data analysis) were evaluated positively as an advantage for e-commerce by a significant amount of responders.