This research seeks to fill the void of objective instruments for measuring business to customer (B2C), product-based, electronic transactions by developing the ‘E- commerce level index’ (ECLI), a tool working with different categories of variables related to what a company must have in its web page in order to allow proper development of commercial transactions via electronic means, especially cross- border transactions. The ECLI is then applied to thirty apparel and cosmetics firms in the United States, Brazil, and Colombia. The U.S. firms have the highest ECLI rating in both industries, followed by Brazil and Colombia, consecutively. When analyzed by transaction stage, the overall ratings are in the same order; however, each country demonstrates distinct strengths and weaknesses by industry and by transaction process.