This paper aims to understand and better evaluate which factors most influence consumers on their decision process when choosing between a purchase on a traditional store or virtual store, considering a purchase of a low, medium or high level of involvement. This study was supported in a literature review in which the following points were analyzed: I) Internet History; II) Internet usage growth in Brazil; III) E-commerce development in Brazil; IV) Different types on companies acting on E-commerce; V) Advantage offered by online services; VI) Brand or company advertisement; VII) Importance of competitive prices; VIII) Security in E-commerce. The study was complemented by a research based on interviews. The data collected helped on better comprehend which factors most influence consumers behavior.