Today there are many technical solutionsfor the e-commerce industry, incombination with a change in behavior ofthe end user. The consumer of todaydemands more availability andconvenience.This Master’s thesis has examined thecritical aspects of e-commercecompanies, as well as how they candevelop their e-commerce to create valuefor the end user. The aim has been toidentify the more and less importantfactors of the e-commerce business, andto investigate the extent to which thesefactors are used in the e-commerceindustry. To answer these questions, aninteractive, online questionnairecustomized for e-commerce companies wasdeveloped. It covers the areas oftraditional e-commerce, social media,mobile commerce and multiple channels.The individual results are presented atthe end of the questionnaire andcompared to the average result of thecompanies that have completed it. Aliterature review and an interview isthe basis for the questionnaire. Aweighting and a quantification of thequestions enabled comparison and wasconducted in order to generate businessvalue. Thereafter a pilot study wasconducted, in which thousands of ecommercecompanies were asked to fill inthe questionnaire, eventually resultingin 12 companies accepting the inquiry.A part of the results of the thesis isthe web questionnaire itself, where thecritical factors are presented. The webquestionnaire was weighted by the totalknowledge gathered by the literature andinterview study. The prioritized factorscan be seen in the questionnaire. Theresults of the pilot study show that 12companies have great potential toimprove their e-commerce since none ofthe entrants reached less than half ofthe questionnaire’s maximum points.