The Web has become synonymous with marketing and sales because that is how most businesses use it. They create an attractive site for marketing their products or services, or they establish online stores. Many manufacturers do not see their products and services as a fit for online sales, or are deterred by the high costs and hassles of adding such functionality. Those that have an online presence typically limit it to just marketing information about their company.

However, Web technology has evolved beyond these more common uses, offering a range of business benefits.