This paper provides a framework for exploring factors influencing consumer purchasing behavior in electronic commerce. The approach adopted in this paper borrows directly from at least two converging sources: the research in international consumer behavior, and the research in marketing issues in electronic commerce. By recognizing the cultural differences in global markets, the firm will be better positioned to satisfy the unique needs of international consumers. The globalization of the international marketplace, which will be facilitated by the emergence of electronic commerce as a new channel of transacting business will result in a move in the firm’s strategy away from niche marketing and towards more head to head competition. In order to survive in this competitive environment it will be essential for firms to have an in-depth understanding of international consumer behavior so that they can effectively cater to the unique tastes of the consumers of each individual culture and thereby gain a competitive advantage in the international marketplace. The managerial implications of this research are answers to questions such as how best can the firm exploit this new form of transacting business to maximize its leverage in the global marketplace and increase its market share? How should the firm position its products in the global electronic marketplace?