The internet revolution recently entered the portal phase, putting the composition of service offers on web portals in the limelight. Firms attempt to increase website traffic by extending their portals with new service categories, while the portal brand acts as a risk reliever for customers interested in trying the new services. This study investigates newly introduced service categories on a portal site as e-service brand extensions. Electronic services are preliminarily distinguished from traditional services, and factors are identified that enhance consumer evaluations of e-service extensions. Findings confirm the fundamentally sound structure of the aaker and keller brand extension model for electronic services.