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Sammanfattning: Digitalisation has made it possible for retailers to create e-commerce businesses to complement physical stores. The widespread accessibility of digital platforms allows consumers to utilise e-commerce to shop online at any time or place. One of the biggest differences for consumers between shopping in a physical store and online is the spatial context where a purchase is made. Previous studies suggest that spatial context has a big impact on consumers in a physical store but the impact of this whilst shopping online is unknown. Therefore, the purpose of this paper is to examine whether the spatial context where consumers are located while shopping online has an impact on their purchase intention. This study used two spatial contexts with different levels of intensity to investigate this. The study shows that the spatial context has an impact on consumer's behaviour and intention to purchase online. Consumers located in environments with low intensity are preferable for retailers to target because their motivation and inspiration to shop online is high as well as their purchase intention. On the other hand, an environment with high intensity creates a high level of consumer's arousal and requires a lot of effort when shopping online. This paper also investigated if consumer's behaviour online differs based on two shopping motivations: hedonic and utilitarian. There are no significant findings regarding shopping motivations but the result suggest that online retailers should design their e- commerce sites differently depending on the location and shopping motivation of the consumers they are targeting.