Luxury is an identity, a philosophy and a culture which requires understanding before the adoption of e-business practices because of its intricacies and output are essentially different from other types of goods. Factors such as culture, personal characteristics, website quality, and vendor characteristics influence the online purchasing behaviour of consumers thus making it a complex area of study. This paper explores the scope of e-retail for luxury consumption in the U.A.E. by identifying what motivates and de-motivates online purchase behaviour of U.A.E. consumers and necessary hypotheses have been drawn to reflect behaviour between online luxury preference consumers and non-online luxury preference consumers.