Innovation is a fundamental factor preserving the dynamism of the market. From the other hand, e-commerce is a form of innovation providing access to many customers everywhere and every time for organizations. So, with the advent of e-commerce, an enormous wave of the organizations moved toward it. E-commerce, as a by-product of informatics technology innovation, needs a culture extending it in the society. As a result, every innovation and and e-commerce needs adaptation by the society. Using innovation model, this paper tries to investigate the effects of innovations on e-commerce in the form of a business frame and innovation considerations. For this purpose, first, innovation culture is considered as an effective factor on innovation’s components and then they are regarded according to Rogers’s theory and finally e-commerce development is considered. The conclusions represent a conceptual model of the relations among culture, innovation components and e-commerce.

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