This study aimed to identify the main factors that influence the consumer when buying a computer product over the Internet. To this end, a literature search in books and articles, and Internet research were performed in order to understand the virtual consumer, analyze e-commerce in Brazil and to investigate and understand the concepts and aspects of Internet marketing. The study is also complemented by a field survey, with questionnaires. The research findings corroborate results from other studies and can benefit both the consumer as the virtual online retailers.