As the Web matures, firms from health plans to brokerages are opening up eBusiness channels that introduce consumers to more and more complex online transactions that go far beyond simple book buying. We explore different types of online transactions — financial, travel, retail, and healthcare — to determine how these transactions affect consumer online purchasing behavior and activity. Not surprisingly, consumers who conduct multiple transactions — especially advanced ones like applying for health insurance and banking online — spend the most online. To capitalize on these big spenders, eBusiness executives should glean best practices from other industries and seek out unique partnership opportunities with those firms.