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The Information Visualization contribution in electronic commerce in Brazil has been highlighted among the organizations that directed their businesses into virtual stores in the last decades. Business intelligence professionals achieve a unique position in a modern and full of challenging technology market. Business models were propelled by technology towards a more data-driven path, in which companies have increasingly invested in problem-solving tools in this area. The present work emphasizes the utilization of visualization techniques to study web user behavior of a virtual store, Web Analytics and its methods in various organizations. It exemplifies the process of extracting data from an existing company and formatting its information in views. Although information Visualization shows itself as a subject that can contribute due to its techniques, its use in E-commerce comes as a significant factor to collaborate with conversion increase and improvements to be developed for its users.