Commercial Scenarios for the Web: Opportunities and Challenges

The potential of the World Wide Web on the Internet as a commercial medium and market has been widely documented in a variety of media. However, a critical examination of its commercial development has received little attention. Therefore, in this paper we propose a structural framework for examining the explosion in commercial activity on the Web. First, we explore the role of the Web as a distribution channel and a medium for marketing communications. Second, we examine the factors that have led to the development of the Web as a commercial medium, evaluating the benefits it provides to both consumers and firms and its attractive size and demographic characteristics. Third, we discuss the barriers to…