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Not content with nine million customers per day, Toshifumi Suzuki, the Chairman and Chief Executive Officer of Seven-Eleven Japan Co Ltd, was looking for ways to attract more customers and more sales. Fascinated by the optimistic outlook on the growth of business-to-consumer (B2C) e- commerce in Japan, he contacted several prominent Japanese companies to explore the possibility of working together to launch the biggest B2C e-commerce Web site in Japan. Suzuki knew that successfully launching and operating a B2C e-commerce business in Japan, known for its citizens'' hesitancy to buy on-line, could be a big coup for him. His challenge now was to convince his would-be partners that he had a potentially successful and lucrative business model. Set in December 1999, this case is primarily about the aspiration of Suzuki to establish a business-to-consumer e-commerce venture targeted at Japanese consumers. This case depicts the obstacles that he faces and the methods planned to overcome these obstacles.