The study focuses on the choice as a sociocultural phenomenon. The specificity of the choice is considered with the active development of the digital environment, which normalizes, standardizes, regulates choice, sets limits on user actions. The results indicate that the digital environment instrumentally provides choice as an activity, and determines the emergence of new choice practices. The digital environment transforms cultural attitudes that determine choice, changes attractiveness criteria of alternatives, the subject’s representation about the principles and possibilities of decision-making, about the tools and mechanisms of choice.