Retailing is an industrial segment which has changed much in the last few years because of the development of information and telecommunication technologies that brought up a revolution in the world. In the last 50 years, Brazilian supermarkets have evolved from the first brick- and-mortar store to ecommerce. On the one hand, electronic supermarkets seem like a cheap solution for the expansion of their companies. On the other, certain consumer segments have great resistance in doing their shopping on the Internet. Many people, regular computer and Internet-users, would rather go to the physical store than do their shopping in the website. The goal of this paper is to perform an exploratory research on the reasons why consumers do not use electronic media when they do their supermarket shopping. To achieve this goal we went through certain steps. First, the attributes of brick-and-mortar supermarkets were described by observatory research. The following step was a qualitative research with focus groups, with the objective of studying the interaction of consumers with supermarket websites done through discourse analysis. The last step was a quantitative research with a sample of consumers, to raise and test the barriers. The analysis of the data obtained showed the existence of barriers to online supermarket shopping for consumers with access to computers and the Internet. These barriers can be overcome by the retailer through a change in the marketing mix.