Prior literature has established that information seeking is crucial part of the process of online shopping. However, information seeking behaviour is usually treated as a black box and there is a dearth of studies about the information seeking behaviour of consumers during online shopping and its influence on online purchase intention. Our study aims to fill that gap by employing Ellis’ model of information seeking behaviour as our theoretical lens to understand this phenomenon. Ellis’ model has eight features or stages related to information seeking behaviour: starting, chaining, browsing, differentiating, monitoring, extracting, verifying and ending. We first conducted a survey to measure these features. We then constructed a measurement model to validate the survey instrument. We found that only three features passed the validity and reliability tests which were starting, monitoring and verifying. We then used structural equation modeling for hypotheses testing and found a significant relationship only for the verifying feature. In other words, only verifying was positively associated with online purchase intention.