This report proposes a new research method to uncover the complexities of e-commerce as perceived by consumers. This new method, referred to as “accompanied electronic shopping” (hereafter, “AES”), involves observing consumers’ behaviour while they shop online and interviewing them simultaneously about their views on the interfaces encountered. AES can thus obtain a deeper understanding of the online consumer’s response to e-commerce interfaces. It is posited that AES can make a meaningful contribution to Efficient Consumer Response by providing valuable findings on online consumers. These findings will enable e-commerce companies to be more aware of consumer needs and be more responsive in providing value to consumers.