'E-commerce' is conventionally understood as referring to a discrete set of Internet-related business practices, with discussions focused on their potential to improve business practices. However following qualitative interviews in the UK ceramic industry, it is clear that in this context, 'e-commerce' is used to refer to a wide range of activities often bearing little or no relation to the Internet. Despite involving significant costs and sometimes adversely affecting the business, these 'e-commerce' activities are pursued unquestioningly and largely enthusiastically.