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Have you ever done your Christmas shopping from a laptop, while relaxing on your favorite recliner in your most cozy pajamas? Or ordered a last-minute bouquet of roses on Mother’s Day to be sent to a special lady in another country from your cell phone? Ever bought a music CD after a performance from an artist who used a credit card reader and app? Well, more and more savvy consumers and businesses alike are turning to the Web and other electronic services to fulfill their “commercial” needs. In fact, e-commerce (electronic commerce) is now commonplace in business. The convenience of being able to buy and sell, or to exchange information instantaneously, is very appealing to those looking to optimize their transactions. On a base level, it’s effective for the individual consumer to be able to search for a variety of vendors and scroll though many product choices at once�to save time and find the best value. Businesses also enjoy the accessibility it affords them in reaching a broader consumer base and in partnering efforts with other outfits. Because the online marketplace is such an increasingly integral part of our lives, it is helpful to take a look at what it encompasses. Then, we can better understand its dynamic and thus the importance of providing and enjoying exceptional customer service through these channels. So, how does it all work? Essentially, e-commerce involves using a computer network (like the Internet) to “trade.” On a broader level, it can include things like electronic data interchange (EDI), which standardizes documents like invoices and shipment notices between companies, even internationally. For the focus of this article, however, let’s keep to the basic relationship of business-to-consumer. One main way e-commerce “happens” is through the use of electronic funds transfer (EFT) in online shopping�sales direct to customers utilizing debit or credit cards. As established and emerging online businesses compete for our electronic dollars, they are especially concerned with providing exceptional customer service to maintain consumer loyalty and increase profits. Being aware of some of these strategies will better help us navigate our options in the online marketplace.