Virtual Reality (VR) interfaces to e-commerce sites have recently begun to appear on the Internet, promising to make the e-shopping experience more natural, attractive, and fun for customers. Our project aims at exploring new, effective directions for the design of 3D interfaces to e-commerce sites, by: (i) reformulating design guidelines from real-world stores in the VR context, (ii) exploiting VR to create user empowerments that meet both customer and merchant needs, and (iii) personalizing the VR store to better reflect customer's taste, preferences, and interests.