E-Commerce & Online Business Models: Managing the Digital Marketplace In the era of technology, e-commerce has revolutionised how companies function and how customers shop. Whether you're a seasoned business owner or an aspiring entrepreneur hoping to grow online, knowing the various online business models and how they operate is essential for success in today's digital marketplace. What is E-commerce? E-commerce, or electronic commerce, is the buying and selling of goods and services over the internet. It has grown significantly over the past few decades due to the increased use of smartphones, improved internet connectivity, and a general shift towards convenience. E-commerce offers opportunities for businesses of all sizes.