It can also be defined for business to consumer commerce as “the process by which organizations make value for customers and build inviolable consumer relationships, in order to capture value from customers in return”. For business to business marketing, it can be defined as creating value, solutions, and relationships either short term or long term with a company or brand.

This replaces the previous definition of Online Marketing, which still appears in the AMA’s dictionary: “an organizational go and a set of processes for creating, communicating, and delivering value to customers and for managing consumer relationships in ways that benefit the organization and its stakeholders.” It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated procedure through which organizations build invulnerable consumer relationships and produce value for their customers and for themselves.

Commerce is used to associate the client, satisfy the client, and keep the consumer. With the consumer as the focus of its activities, marketing administration is one of the major components of business administration. Commerce evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of commerce strategies needs businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable