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Ubiquitous commerce or u‐commerce is the combination of traditional e‐commerce and wireless, television, voice and silent commerce. U‐commerce implies ubiquity, universality, uniqueness and unison. It is not a replacement for other types of commerce, but an extension of them. While bringing many benefits, there are challenges and impediments to overcome. Research is needed to assess the value of u‐commerce and to address its related issues and challenges. Questions that need to be addressed are: What is the value of u‐commerce? What are the ways to maximize the benefits and value of u‐commerce? Is it the right technology and what directions need to be considered? What are the privacy issues and risks involved? What about trust and security? What are the strategies for businesses in utilizing and implementing u‐commerce? The research issues presented in this article will help create a better understanding of u‐commerce and prepare us for challenges facing it.