Information Communication Technologies (ICTs) have changed how business is conducted and consumers’ purchase behavior. Online market has showed its importance to both academia and business circles. This paper analyses published website evaluation related studies and found that the existing e-commerce literature simply does not have any commonly agreed-upon standards for evaluating overall website performance. Therefore, this research proposes a novel direction to website evaluation. A new framework has been established which suggests website assessment should be performed in three major aspects: website usefulness (technique), service quality, and physical accessibility. The expected contributions of the proposed model to academics and practitioners are discussed.