- Online Sales – any sales route to market that encompasses digital
- eCommerce – business to consumer direct (manufacturers’ managed estores)
- eTailing – business to business (manufacturers selling though online etailer to consumers)
- Pure Play – dedicated online etailer with no brick and mortar (amazon.com, petfooddirect.com, drugstore.com, etc.)
- Multi-Channel – online/brick and mortar etailers (Petco, Petsmart, Walmart, Target, etc.)
- Open Market Model – selling is open to wholesalers, small businesses in addition to manufacturers
(amazon.com, ebay.com, overstock.com, etc.) - Consignment Model – etailer does not take ownership of product (alice.com)
- Buyer Seller Model – etailer takes ownership of inventory with margin selling (drugstore, netgrocer.com, etc.)
- mCommerce (Mobile Commerce) – sales transactions conducted via a mobile digital device
- Digital Displays – presence of banner ads in digital lobby (home pages), digital end cap (category level pages) or digital in-aisle (brand level pages) displays
- Visibility – share of available product for a given brand that appears on the first page of search results (includes banners)
- Share of Availability – share of available product for a given brand that can be purchased on a given site
- Above the Fold – refers to those items that are visible on the first page of
search results. Term is borrowed from the newspaper publishing business
where the most visible part of the newspaper was the front page above the
fold.