ABSTRACTMany companies are exploring the Internet as an alternative method for reaching retail consumers. Although many books and articles have been written as guides for setting up Web pages, most approach the subject as if all Internet users will respond to the Web page in a similar way. Research on consumer behavior and shopping orientations suggest that this is unlikely to be the case. Web sites must be designed specifically for the target market with consideration for the consumer's shopping orientation. This article describes common shopping orientations and suggests ways to address these differences in the design of the retail Web site.