This paper aims to understand and evaluate which attributes matter the most when the consumer needs to buy books at the Internet. The work was supported in a literature review, in which the following points were analyzed: i) Marketing the Internet; ii) electronic Commerce in Brazil; iii) Convenience of purchase at the internet; iv) virtual decision making process; v) Logistics; VI) Security in virtual environments and vii) Strategical promotions and alliances. The study was complemented by a research, with application of interviews. The collected data was used better to understand which attributes the consumers find basic when purchasing books at the Internet. It was possible to perceive with the result that the attributes that matter the most when the consumer needs to buy books at the Internet are the storekeepers, followed for the security in the virtual purchases, later the price and finally the freight