PurposeThe primary purpose of this paper is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e‐consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being under‐explored.Design/methodology/approachThe paper is discursive, based on analysis and synthesis of e‐consumer literature.FindingsDespite a broad spectrum of disciplines that investigate e‐consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into e‐consumer behaviour in marketing, for example the role of image, trust and e‐interactivity. The paper develops a model to explain e‐consumer behaviour.Research limitations/implicationsAs a conceptual paper, the study is limited to literature and prior empirical research. It offers the benefit of new research directions for e‐retailers in understanding and satisfying e‐consumers. The paper provides researchers with a proposed integrated model of e‐consumer behaviour.Originality/valueThe paper links a significant body of literature within a unifying theoretical framework and identifies of under‐researched areas of e‐consumer behaviour in a marketing context.