The World Wide Web is a hypermedia computer-mediated environment (CME) allowing access to multimedia content through hyperlinks across the Internet. Under conditions of intense use, Web users may experience a state of enhanced interaction known as flow.By customizing Web site content to match individual user characteristics, IS managers can increase user flow and, subsequently, the number of electronic commerce transactions conducted on the site. Descriptions of flow and customized content are developedand propositions with implications for electronic commerce are presented.