A high rate of Internet penetration does not itself ensure the development of eCommerce. All companies dealing with this issue must commit themselves to understanding the principles underlying any possible commercial strategy on Internet. This study aims to show how an erroneous management of this issue on the part of the companies existing in Uruguay (the country with the major Internet penetration in Latin America) led to an undeveloped market for eCommerce. It seems that market researchers could help solve this particular situation. Qualitative research (including interviews with advertising companies, significant companies who have recently built their own website, website design companies, and suppliers of services connected with electronic media) is described.