Yahoo! Auction web site now is the most often visiting web site in Taiwan. Wish this leading advantage, it offers an e-commerce platform for small business entrepreneurs to start their own business on Internet. This research is to investigate how the online shops build their own Internet reputations and how they successfully attract consumers to shop their online stores continuously. Literatures of Marketing Communication Theory were reviewed and the strategies and tools of Marketing Communication were summarized especially for online stores. This thesis is a multiple case study by investigating three successful and highly growing online stores selling woman clothing and accessories. The research findings are listed as the following: those online stores (1) continuously emphasize the low prices and rational shopping, (2) adopt the e-commerce platform provided by the portal for the high exposure effects, (3) provide sufficient merchandise information on their web pages, (4) often held promotion activities, (5) utilize offline marketing communication as much as possible, and (6) maintain auction accounts on various portals to obtain multiple channel synergy. In addition, there are suggestions for the three online stores that can be further considerations for other online stores. Keywords: Marketing Communication Theory, E-commerce, Online Shop, Woman Clothing.