=+IBC runs his or her own business by developing a client base and then providing services and products for sale to those clients. The IBCs were offered support through an e‐commerce system with two major components: mymk.com and Mary Kay InTouch. Mymk.com allows IBCs to create instant online sites where customers can shop anytime directly with their personal IBC. Mary Kay InTouch streamlines the ordering process by automatically calculating discounts, detecting promotion eligibility, allowing the IBCs to access up‐to‐date product catalogs, and providing a faster way to transact business with the company. 23