In this chapter we explore the key elements in designing business-to-consumer Web sites. We synthesize the results of two independent research studies to delve upon the important considerations in developing and designing effective online retail sites. We examine Web site design from two perspectives. First, we examine how consumers view online Web sites and what factors they look for in effective retail sites. Second, we explore the top retail Web sites and identify the elements making up the top retailing Web sites. Then, we identify the gaps in current Web site practices and the online consumer expectations. Finally, we reflect upon this analysis to propose some important considerations in designing an effective online business-to-consumer Web site.