This paper describes research that identifies and classifies the dimensions of selfservice activity enabled through the Internet. Self-service is effected by organizations providing ways and means whereby customers perform tasks related to the procurement of goods and services. We describe how an instrument used to measure Internet based self-service was developed, validated and applied. The results from the application of the instrument across a large number of websites covering a range of industries, countries and cultures are analysed and discussed. The study supports our initial model in which type of industry, level of technological development, and cultural factors are proposed as explanatory variables for web based self-service. We conclude with an assessment of this programme of research’s achievements so far.