Executive Summary In 2002, Shell Canada launched its online store called eStore for its customers. The objective was to keep costs low by having a self-service technology so that agricultural customers can buy their products without the need for a sales-representative. The statistics from eStore showed even though the number of customers who signed up for eStore was close to the target, number of customers who actually used eStore remained low. The problem seemed to be mainly due to customers having difficulty with the service. According to customer’s feedbacks, many encountered various technical problems when they tried to place orders.