Web assimilation is the extent of organizational use of web technologies in facilitating e-commerce strategies and activities. Our definition focuses on the relative success of firms (as compared to other firms in the industry) in incorporating the Web technology into its e-commerce strategies and activities. This definition is consistent with perspectives on Type III IS innovations, with earlier treatments of IT assimilation at the organizational level (Armstrong and Sambamurthy 1999), and reflects our interest in understanding firms as innovation systems for attaining differential levels of technology assimilation success (Fichman 2001). We regard the level of assimilation to be one of the visible outcomes of the stream of structuring actions across the firm. Further, we anticipate the differential level of assimilation success across firms to be linked to the nature of the institutional enablers or the metastructuring actions within those firms.