Web-based electronic commerce has moved from the realm of the cyberspace avant-garde to becoming successful enough to attract attention from lawmakers as a potential source of revenue through taxation (Wiseman and Nichols, 1998). As we move into uncharted territory, the players, both individual and institutional alike, fall back on assumptions and modus operandi inherited from more traditional commerce ventures. In this paper, we focus our attention on the principal players, the virtual mall operator and the anchor tenants and the types of relationships that govern them as a first step towards a comprehensive model of electronic commerce for virtual mall and communities. Our initial findings indicate that the traditional shopping center with its ensuing relationships, may not be directly transferable to a virtual setting.