This is an exploratory study of online shopping behavior with the application of social presence. The separation of time and space as well as the change of communication methods in the online shopping have brought about new customer experiences, and led the social presence to be a significant factor in the customers’ online shopping. Lots of studies about social presence indicate that social presence exhibits the effect of new communication medium. The influence of communication medium on the society depends on the social presence of the customers provided by the medium. It’s both necessary and possible that applying the social presence to the study of online shopping behavior. This paper proposes that it should define the “role” and approach of social presence in the study of online shopping. In addition, it presets the major variables and logic when applying social presence to the study of online shopping behavior.