Abstract
This research provides a standard for generalizing the content of Internet storefronts. An element schema, which is created and defined using HTML tags categorizes the user interface and information elements presented on Internet storefronts. In order to explore the rule that elements play in characterizing popular and unpopular Internet storefronts, an analysis of the distribution of elements within the best and worst Internet storefronts was conducted. After extracting the elements underlying the construction of the best and worst Web-sites, a prototype storefront was reengineered to demonstrate the derived principles.