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This article will analyse the many challenges that creating, storing and using digital heritage has brought to the memory institutions and their professionals. We look at the interrelationship between the potential users of the museum collections, the collections themselves and information and communication technologies as intermediaries to these relations. By analysing survey data, we look at the average Internet user in order to find out who could be the current and future users of the online collections. In addition that, we analyse interviews conducted with 12 members of different Estonian memory institutions in order to understand their perspective on online cultural heritage. Third empirical pillar of the article comes from the two focus group interviews to understand what are users percieved needs for the digital cultural heritage. The data will be analysed through three key functions of the memory institutions in order to understand how digitisation helps with preservation, opening access to the collections and inviting audiences to become active participants and increasing their involvement with cultural heritage. 
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