Bricks-and-mortar companies wishing to create value-added Internet services do so in a business environment that is characterized by great uncertainty and, hence, formulating a coherent business strategy is exceedingly challenging. This paper presents a case study based analysis of the evolving eBusiness strategy of a bricks-and mortar grocer contrasted with the strategies of other competitors. The grocery company took a logical, measured, incremental, and, ultimately, successful approach to its eBusiness strategy formulation, development, and implementation. Our case study suggests that in an environment characterized by chaotic change bricks-and-mortar companies can benefit from a strategy informed by organizational learning and eBusiness integration.