Since the issue of the Internet in the world scenario, the possibilities made available by this new technology have been widespread. Initially used as a vehicle for the exchange of information among scientists and students, its development along the years have also brought about new business opportunities. The Internet has been used in Brazil from mid-1992 on, initially by the Rede Nacional de Pesquisa. Three years later, the commercialization of applications for the Web was granted to private enterprise. In 1999, when the market was already well-structured, the Internet channels of virtual sales, or e-commerce, began to be implemented. Conjoint Analysis theory, a feature of the SPSS 11.0 software, is used in the present academic work to identify which characteristics of e-commerce are most valuable to the virtual consumer. For the present study, four attributes of e-commerce and three levels of each were chosen. Joined together by the software SPSS 11.0 for Windows, attributes and levels have produced 9 combinations. Afterwards, questionnaires were given to consumers, both women and men, so that they ranked these combinations according to their preferences. The use of the SPSS 11.0 software has made it possible to quantify which attributes were most important for consumers.