E-commerce features as an extremely dynamic economic sector and at the same time, as one of the most appealing ways of beginning or expanding a business activity. Statistics for the future of e-commerce are quite optimistic indicating that the business-to-consumer (B2C) e-commerce will grow rapidly in the years to come. In fact, despite the recent talking about cases of businesses that went online but did not manage to profit, looking at the big picture reveals that such cases inhabit just a small portion of the market and most inhabitants of the e-commerce world are not only surviving, but also doing very good business.

The workshop focused on parameters of the human behaviour that affect the shopping experience. Its aim was to bring together HCI consultants and scientists, marketing experts and companies representatives to share common experience in online transactions. Individuals could express personal experience in e-commerce transactions. Design and implementation issues were also discussed. Cultural issues and national experience were also presented.