The rapid development of computer and internet technology is calling for new interaction and cooperation methods among people that are physically distributed. Having successfully involved many people, online shopping is an area that worth looking into. New platform and communication methods, such as virtual technology and voice-based communication, are being considered and proposed. This paper reviews the history, characteristics and culture of virtual worlds, based on which it also designs and tests stores with different media channels in a popular online virtual world, SecondLife. Results of the experiment and discussions are presented as well.