The sector of Online Retail has shown progressive growth in the last decade. Another industry in continuous expansion is the one that meet the desires of High Luxury consumers. The Estúdio Chocolate - a Brazilian High Luxury fashion company - has been tempted to dare the paths of e-commerce. The creation stage of this new sales channel had impeccable work in terms of design and product offered. However, sinned in the administration of the areas of marketing, logistics, sales and research of the clients behavior. Through descriptive analysis, this study has focused on detailing the events that occurred from the moment of conception until the implementation of the project of e-commerce and promote better understanding on the management of e-commerce to business of fashion, in particular, high-fashion luxury.