Bachelor Thesis from the year 2011 in the subject Business economics - Company formation, Business Plans, grade: 1,3, , language: English, abstract: Abstract Purpose: The purpose of this study is to develop a basic guideline for jewellery retailers for an investment in e-commerce by handling the important success factors, difficulties and risks. Design/methodology/approach: Firstly, analysing previous results for important success factors, difficulties and risks general in e-commerce. Secondly, expert interviews with four ecommerce start-up managers and one consultant for the jewellery industry to analyse the special challenges in e-commerce for jewellery retailers. Thirdly, by combining these results and appropriate solution approaches based on the expert interviews and further literature developing a basic guideline how to handle these factors at an investment in e-commerce. Findings: Many general e-commerce success factors, difficulties and risks in e-commerce apply also for the jewellery retailers. For jewellery retailers the picture quality, page design and customer trust is more important as in other industries. Limitations: The focus of study and guideline is on e-commerce for B2C jewellery retailers, there is no examination about product development or selection. Furthermore it is focus on the behaviours in western Europe and excluded the gems market. Practical Implication: The study helps jewellery retailers at their investment in e-commerce by facilitate to handle the important success factors and difficulties, as well as to protection for pitfalls by using the developed guideline. Originality/value: The study developed unique guideline for jewellery retailers for an investment in e-commerce.