E-commerce and e-business has helped existing businesses boost margins, enabled the feasbility of new business models and products, and rationalised others.

E-commerce has enabled existing retail businesses to reach more consumers in less capital intensive way, and decreasing its reliance on traditional forms such as the shop front. This has allowed them to increase revenue and reduce costs per sales, hence expanding margins.

New companies such as Amazon which began as an online book business to gain such reach that it is now a broad network of consumer products.