In the era of the internet and communication, e-commerce is a major trend in world trade, and is quickly ceasing to be a novelty and becoming a strategic tool for companies to distinguish themselves in the market in which they operate. In the perspective of great expansion and growth of e-commerce and in a market of fierce competition from increasingly demanding consumers, profiling the consumer to adopt better negotiation strategies can make all the difference as it increases customer satisfaction. In this context, the objective of this study is to trace the profile of the E-commerce consumer. The study brings contributions to the understanding of possible reasons that lead the consumer to buy online or not and their respective preferences.