This study investigated differences between Webshoppers and non-shoppers, in terms of compatibility, relative advantage and demographics. Stepwise discriminant analysis was applied on a sample of 165 personally interviewed consumers, which showed that compatibility and relative advantage were overall successful, whereas, demographics were unsuccessful, in distinguishing Web-shoppers from non-shoppers. Significant variables included three factors of compatibility (use of direct shopping; use of Web browsing activities at home; and use of Web browsing activities at the office), and two factors of relative advantage (motives; and impediments). Managerial implications for targeting prospective Web-shoppers and designing better-grounded consumer Web-marketing strategies are also discussed, together with study limitations and directions for future research.