Stock brokering services are available via the Internet, and investors in many countries can currently experience the benefits of Web-based share trading. Internet-based share trading is far more than completing the same transaction over the Internet. The Internet contains a wealth of information, and many sites provide sophisticated facilities that allow the investor to research and monitor investments. This paper examines how Internet based share trading differs from more traditional forms of share trading. It then explores how Internet-based share trading is changing investment practices of private individuals and goes on to discuss how (with reference to Michael Porter’s work on competition) the global nature of the Internet-based share trading will impact upon the players in the stock brokering competitive environment.