-----BEGIN PRIVACY-ENHANCED MESSAGE-----
Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
Originator-Key-Asymmetric:
 MFgwCgYEVQgBAQICAf8DSgAwRwJAW2sNKK9AVtBzYZmr6aGjlWyK3XmZv3dTINen
 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 KJ3JTPwyzmKIuLDn6nWr5X3jDWv1JSqkR0KbqHQ5IhHbx7gnJEmETSd3QY4gKZqx
 B72j1O/hjbKE+GDVXZDkFQ==

<SEC-DOCUMENT>0001144204-04-014578.txt : 20040916
<SEC-HEADER>0001144204-04-014578.hdr.sgml : 20040916
<ACCEPTANCE-DATETIME>20040916100137
ACCESSION NUMBER:		0001144204-04-014578
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20040709
FILED AS OF DATE:		20040916
DATE AS OF CHANGE:		20040916

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			GELLER LEON
		CENTRAL INDEX KEY:			0001253018

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	000-19714
		FILM NUMBER:		041032889

	BUSINESS ADDRESS:	
		STREET 1:		PERFUMANIA
		STREET 2:		251 INTERNATIONAL PARKWAY
		CITY:			SUNRISE
		STATE:			FL
		ZIP:			33325

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			E COM VENTURES INC
		CENTRAL INDEX KEY:			0000880460
		STANDARD INDUSTRIAL CLASSIFICATION:	RETAIL-DRUG STORES AND PROPRIETARY STORES [5912]
		IRS NUMBER:				650026340
		STATE OF INCORPORATION:			FL
		FISCAL YEAR END:			0205

	BUSINESS ADDRESS:	
		STREET 1:		251 INTERNATIONAL PARKWAY
		CITY:			SUNRISE
		STATE:			FL
		ZIP:			33325
		BUSINESS PHONE:		3058891600

	MAIL ADDRESS:	
		STREET 1:		251 INTERNATIONAL PARKWAY
		CITY:			SUNRISE
		STATE:			FL
		ZIP:			33325

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	PERFUMANIA INC
		DATE OF NAME CHANGE:	19930328
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>v06791_gellerex.xml
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0202</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2004-07-09</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0000880460</issuerCik>
        <issuerName>E COM VENTURES INC</issuerName>
        <issuerTradingSymbol>ECMV</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001253018</rptOwnerCik>
            <rptOwnerName>GELLER LEON</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>PERFUMANIA</rptOwnerStreet1>
            <rptOwnerStreet2>251 INTERNATIONAL PARKWAY</rptOwnerStreet2>
            <rptOwnerCity>SUNRISE</rptOwnerCity>
            <rptOwnerState>FL</rptOwnerState>
            <rptOwnerZipCode>33325</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>VP</officerTitle>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock</value>
            </securityTitle>
            <transactionDate>
                <value>2004-07-09</value>
            </transactionDate>
            <deemedExecutionDate>
                <value>2004-07-09</value>
            </deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>S</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>450</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>9.75</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>D</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>0</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
    </nonDerivativeTable>

    <derivativeTable>
        <derivativeHolding>
            <securityTitle>
                <value>Non-qualified stock option</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>3.52</value>
            </conversionOrExercisePrice>
            <exerciseDate>
                <value>2001-03-16</value>
            </exerciseDate>
            <expirationDate>
                <value>2011-03-16</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>0</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>12500</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeHolding>
        <derivativeHolding>
            <securityTitle>
                <value>Non-qualified stock option</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>3.52</value>
            </conversionOrExercisePrice>
            <exerciseDate>
                <value>2004-01-30</value>
            </exerciseDate>
            <expirationDate>
                <value>2014-01-30</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>0</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>12500</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeHolding>
    </derivativeTable>

    <ownerSignature>
        <signatureName>/s/ Leon Geller</signatureName>
        <signatureDate>2004-09-15</signatureDate>
    </ownerSignature>
</ownershipDocument>

</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
-----END PRIVACY-ENHANCED MESSAGE-----