The remainder of this paper is organized as follows. The following section briefly discusses the emergence of internet retailing, which is then used as a springboard for presenting a critical review of the many predictions that were being made at this time. A discussion section then follows, in which each of these predictions is reappraised, in light of the current literature. The paper concludes by reflecting on the likely future directions of internet retailing and then briefly considering the implications of an ever more vibrant and sophisticated internet market-place from the perspective of the retailer, the customer and finally, the academic.