The importance of recognizing and correctly using e-commerce tools is proven day by day. All branches of the economy are sensitive to customer relations, and the insurance sector in particular. The insurance market in the Republic of Croatia has become highly competitive, and as such requires additional efforts from insurance companies in terms of marketing, diversification and especially in communication with customers. With the correct use of e-commerce tools in the insurance market, significant competitive advantages can be achieved. The e-commerce tools used by insurance companies on the market of the Republic of Croatia were primarily developed on the model of successful Western models, and as such have proven to be extremely successful. They bridged the communication gap between the customer and the insurance company, reduced operating costs and increased effectiveness. For the purpose of this diploma thesis, empirical research was conducted through a survey questionnaire. It was through this research that meaningful data was obtained, with the help of which it is possible to convey the importance of e-commerce and its tools in communication with customers at insurance companies. At this moment, the combination of the traditional way and e-commerce when contracting insurance proved to be the best option.