This paper presents a reflection on the ideal requirements that a provider should offer to the consumer. Traditionally, studies are made to improve products and/or services, but the consumer's point of view is disesteemed. This work approaches the commerce scenario from an approach where the consumer is the protagonist. The context of analysis is electronic commerce (e-commerce), however, the approaches can be extended to traditional commerce. It should be noted that commerce can be classified

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... s traditional or electronic. In the specific area of ecommerce, it is known that the relevant defining characteristic is the use of information and communication technologies (ICT). Due to the above, the consumer has some particularities that are considered to present the approach. It is about identifying the elements for ecommerce improvement. Improving the sale-purchase cycle that includes improving marketing, improving consumer service, improving the product and/or service offered, and the improvement of the WEB portal.