In March of 1999, MuseumShop.com and Antenna Audio formed a new strategic partnership. The objective was to leverage the product awareness of brick and mortar museum shops throughout the world into an innovative partnership between museums, the leading museum e-retailer, and the leading audio tour provider. On its first year anniversary together, the site has experienced dramatic growth and achieved recognition by Gomez.com as a leading online gift-shopping site. But this is just the tip of the iceberg... This paper examines the successes and failures of the initiative and its impact on museums using the Web. How has the consumer market and museum industry responded? How has the financial and interactive community responded? The paper describes what synergies emerged from the partnership and how interactive and public media is used to maximize museums\' e-commerce initiatives. The authors will describe the overall state of museum e-commerce in North America and Europe, what products have been successful, which museums have benefited and for what reasons.