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“When a main street store builds a web site, they open up opportunities to expand their market beyond geographic boundaries. The chances of losing sales from the physical shop are slight, but the potential to increase sales through their web site could be enormous….” [1]. The Internet is world wide virtual world that everyone can access (buy) almo st everything they might want in the real world. The web site is the front door of the online store that interacts between the e-tailer and consumers. Setting up the web site seems easy, but to make the site that usable and effective is not so easy. Of the many web sites on the Internet, only a few can survive and make a profit. Thirty New Zealand e-tailing sites were evaluated using a model adapted from that of Hersey. Most sites do a satisfactory job enabling commercial transactions (providing electronic catalogue, online order, online payment and delivery). 70% of those examined are positioned as full e-commerce capability sites. However, they lack a sense of building the consumer’s trust, a necessary step towards establishing a relationship. They do not provide the necessary assistance to make it easy for consumers to shop online, nor do they create a consumer community. Only 47% use either pull or push techniques to attract and retain the consumers.