The role of metaphors in B2C ecommerce user interface design, why it is considered so important and how they could be classified is discussed in this paper. User interface design requires designing metaphors according to the essentials terms and concepts and images representing data, tasks roles, organizations and people. This study begins with an overview of the nature of metaphors from its humble beginning as a literary device to its present status as fundamental aspect of human intelligence. The aim of this study is to classify the user interface metaphors in B2C ecommerce website for ease of understanding them. As a process, series of websites are taken as examples and analyzed of the the use of user interface metaphors and the frequency of metaphor usage. The research methods include analyzing the top twenty B2C ecommerce websites published in 2000, for the extent of metaphor usage, through analysis matrix and graphs. This research classifies the user interface metaphors into two broad categories; organizational metaphors and visual metaphors. Organizational metaphors are further classified as structural and navigational metaphors and visual metaphors are classified as symbolic metaphors and personalization. The outcome of this study would aid researchers and designers in creating ecommerce websites.