A new decision support system is developed for assisting business executives in deciding the e-business models to adopt for new business ventures. The developed system is based on a new framework using fuzzy logic theory. A detailed conceptual design is developed. The proposed system solves important challenges such as the use of linguistic terms to capture the executives’ assessments of the key business measures. It uses fuzzy assessment rule to find the overall grade for each business dimension. Moreover, its rule-base allows adding large number of new ebusiness models. A prototype is tested with business executives and received positive feedback.