This document summarizes a research study on the cognitive fit between information format and shopping task in e-commerce. It presents background on e-commerce growth and the purpose of studying how information format (list vs. matrix) influences shopping performance and experience based on task (searching vs. browsing). Hypotheses are that search time and recall will be better, and cognitive effort and attitude more positive, when format and task align due to less competition for attention. The method involves 120 subjects performing tasks on test websites while collecting clickstream data and survey responses.