There are six reasons consumers shop and buy online. They are convenience, choice, customization, communication, cost, and control. Marketers have capitalized on these reasons through a variety of means. For example, they provide choice assistance using choiceboard and collaborative filtering technology, which also provides opportunities for customization. Company-hosted web communities and viral marketing practices capitalize on the communications dimensions of Internet-enabled technologies.

Dynamic pricing provides real-time responses to supply and demand conditions, often resulting in lower prices for consumers.

Permission marketing is popular given consumer interest in control.