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Due to the ongoing progress within the development of B2B and B2C concepts a focus upon the aquisition and serving of individual customer's needs can be identified. The best possible, automated service is the major goal. The corresponding systems need to be equipped with sufficient information about the customer himself as well as about his immediate environment. Appropriate means therefore are semantic networks. Deployed as a modelling formalism within the knowledge base of Intelligent Agents they ensure a flexible and also descriptive representation of the necessary knowledge about products, services and the customers themselves. E-Commerce as the predestined enabler of global trade hence itself is nowadays subject of increasing competition within the global markets. Since the latter is crowding out e-commerce seeks out for unique selling propositions, which leads among others to a one to one customer service provisioning. The flexible adaption in a fast moving market with the capability to serve each customer individually is proclaimed as one of the major goals. This approach should also provide lasting effects in favour of a companies' customer relationship based upon an increased and improved integration of the customer himself. Therefor the interaction with the customer and the techniques of steering the dialog with the customer and respective his navigation need to be revised.E-Commerce solutions are usually very little cooperative and smart. Within a typical B2C shop-solution the customers have to navigate through an extended catalogue hierarchy or heavily depend upon a textual search functionality. One of the major reasons for aborted orders is based upon the ISeB (2003) 1:373-385

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