This paper demonstrates usage of a Web‐based participative virtual learning environment, which has enabled graduate students in e‐commerce classes on the Masters in Business Administration Programme taught by the Brazilian School of Public and Business Administration of the Getulio Vargas Foundation, based in Rio de Janeiro, Brazil, to share and disseminate their knowledge among themselves. An illustrative single case study methodology is applied in order to achieve this purpose. The structure of this virtual environment on the Web is analysed. Findings about the participation level of the students in this group, the impact of regional influences – since classes are given throughout Brazil – and the role of the moderator in the leverage of this environment are also presented in this research, which attempts to establish how Internet technology can be effective in the development of virtual learning communities.