Establishing the relationship between online communication channels and the stages of the consumer decision-making process was the aim of this research. A review of online communication channels and consumer behavior models was conducted for this purpose. Subsequently, three experiments (car glass repair, retail of clothing and sports equipment, and retail of books and technological products) were carried out that consisted of questionnaires that were applied in companies belonging to different industries. The questionnaires were used to measure the expectations and preferences of consumers at each stage for each channel. The results showed that there is no relationship between online communication channels and the stages of the decision-making process. They also revealed a gap between expectations and preferences for each channel in each phase.