This paper explores why organizations invest in eCommerce applications and highlights some of the expected returns. A Delphi study was used to determine the underlying benefits of eCommerce investments and several formal financial and non-financial approaches to justification are identified and discussed. A framework is outlined which can be used to select a justification approach based on the aims of the project and the type of values and benefits expected. Attaining competitive advantage and developing new business opportunities were identified as factors that could be best justified using strategic or analytical approaches rather than financial justification.