The internet has emerged since the early 1990s as a global communication vehicle, with an estimated 2 billion users in 2010. This growing user group also represented a market and became a major stimulus to the birth of online commerce. Australia, as a relatively affluent country that is distant from the large consumer markets of Europe and North America, would appear to be a perfect location for online consumption. In many specialist consumer markets Australia is under-served and/or goods are priced at a premium due to the difficulty of serving such a relatively small market. It is understandable then that Australians have been eager to embrace a technology that enabled them to purchase directly from overseas markets.