Since the explosion of the Web as a business medium, one of its primary uses has been for marketing. Soon, the Web will become a critical distribution channel for the majority of successful enterprises. The mass media, consumer marketers and advertising agencies seem to be in the midst of Internet discovery and exploitation. Before a company can envision what might sell online in the coming years, it must first understand the attitudes and behaviour of its potential customers. Hence, this study examines attitudes toward various aspects of online shopping and provides a better understanding of the potential of electronic commerce for both researchers and practitioners.