This paper presents preliminary findings from an empirical study to assess individual privacy concerns for Internet commerce. Using Keeneyís (1999) value-focused thinking approach, 92 individuals with prior Internet shopping experience were interviewed from across the United States and the United Kingdom. Data from the interviews was used to identify eight fundamental and 20 means objectives that are essential for protecting individual privacy in the context of Internet commerce. The findings help in developing a framework to ensure privacy of individuals and provide a basis for an instrument to measure privacy concerns when shopping online.