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This paper covers the research problem of supporting users' decision making in E-Commerce systems with complex choices, and design of an Adaptive Decision Support System (ADSS) which matches the appropriate tool support and decision strategy advice to the user's preferences and motivations. A preliminary requirements investigation will be described which used an adapted Wizard of Oz approach to test users' reaction to mock-ups of the ADSS with and without system advice. The requirements study tested users' reaction to the proposed tools and whether they were influenced by the system advice. This discussion will be followed by a description of the design and development of the ADSS and its architecture. The paper concludes with plans for future research.