It is an epipelagic fish, observed mostly in inland tributaries in the presence of rich game like fur seals, sea lions, cetaceans, other sharks, and large bony fish species. It is an open-ocean dweller and has been recorded at depths of around 1,220 m (4,000 ft).These findings challenge the traditional notion about the great white as being a coastal species.

According to a recent study, California great whites have migrated to an area between Baja California and Hawaii known as White Shark Café, to spend at least 100 days before migrating back to Baja. On the journey out, they swim slowly and dive down to around 900 m (3,000 ft). After they arrive, they change behavior and do short dives to about 300 m (1,000 ft) for up to 10 minutes. Another white shark tagged off the South African coast swam to the southern coast of Australia and back within the year. This refuted traditional theories that white sharks are coastal territorial predators and opens up the possibility of interaction between shark populations that were previously thought to be discrete. Why they migrate and what they do at their destination is still unknown. Possibilities include seasonal feeding or mating.

A similar study tracked a great white shark from South Africa swimming to Australia's northwestern coast and back, a journey of 20,000 km (12,000 mi; 11,000 nmi) in under 9 months.

The great white shark has a robust large conical snout. The upper and lower lobes on the tail fin are approximately the same size (like some mackerel sharks).

Great whites display countershading, having a white underside and a grey dorsal area (sometimes in a brown or blue shade) that gives an overall "mottled" appearance. The coloration makes it difficult for prey to spot the shark because it breaks up the shark's outline when seen from the side. From above, the darker shade blends with the sea and from below it exposes a minimal silhouette against the sunlight.

Great white sharks, like many other sharks, have rows of serrated teeth behind the main ones, ready to replace any that break off. When the shark bites it shakes its head side to side, helping the teeth saw off large chunks of flesh.

This shark's behavior and social structure is not well understood. In South Africa, white sharks have a dominance hierarchy depending on size, sex and squatter's rights: Females dominate males, larger sharks dominate smaller sharks, and residents dominate newcomers. When hunting, great whites tend to separate and resolve conflicts with rituals and displays. White sharks rarely resort to combat although some individuals have been found with bite marks that match those of other white sharks. This suggests that when another shark approaches too closely, great whites react with a warning bite. Another possibility is that white sharks bite to show dominance.

The great white shark is one of only a few sharks known to regularly lift its head above the sea surface to gaze at other objects such as prey; this is known as "spy-hopping". This behaviour has also been seen in at least one group of blacktip reef sharks, but this might be learned from interaction with humans (it is theorized that the shark may also be able to smell better this way, because smell travels through air faster than through water). The white sharks are generally very curious animals, display intelligence and may also turn to socializing if situation demands such. At Seal Island, white sharks have been observed arriving and departing in stable "clans" of two to six individuals on a yearly basis. Whether clan members are related is unknown, but they get along peacefully enough.

In fact, the social structure of a clan is probably most aptly compared to that of a wolf pack: each member has a clearly established rank, and each clan has an alpha leader. When members of different clans meet, they establish social rank nonviolently through any of a fascinating variety of interactions.