This white paper examines e-tailing and its impact on customers in the US market. It discusses the definition of e-tailing as the transaction and payment of goods/services over the internet. It also explores the opportunities and challenges of e-tailing, such as security concerns, infrastructure issues, and cultural barriers. Customer surveys showed that many were afraid of credit card theft or personal information abuse online. The objective is to understand the pros and cons of e-retailing and its effect on customers versus offline retailers.