  The Web 2.0 paradigm has radically changed the way businesses are run all
around the world. Moreover, e-Commerce has overcome in daily shopping
activities. For management teams, the assessment, evaluation, and forecasting
of online incomes and other business-oriented performance measures have become
'a holy grail', the ultimate question imposing their current and future
e-Commerce projects. Within the paper, we describe the development of a
Web-based simulation model, suitable for their estimation, taking into account
multiple operation profiles and scenarios. Specifically, we put focus on
introducing specific classes of e-Customers, as well as the workload
characterization of an arbitrary e-Commerce website. On the other hand, we
employ and embed the principles of the system thinking approach and the system
dynamics into the proposed solution. As a result, a complete simulation model
has been developed, available online. The model, which includes numerous
adjustable input variables, can be successfully utilized in making
'what-if'-like insights into a plethora of business-oriented performance
metrics for an arbitrary e-Commerce website. This project is, also, a great
example of the power delivered by InsightMaker, free-of-charge Web-based
software, suitable for a collaborative online development of models following
the systems thinking paradigm.
