E-commerce has unique features as compared to traditional commerce, they are:
Ubiquity - E-commerce is ubiquitous i.e. i's existence is everywhere at the same time. Ubiquity lowers transaction costs for the buyer. It even reduces cognitive energy. An example includes the ability to access the Internet wherever there is a Wi-Fi hotspot, such as a cafe or airport.
Global Reach - E-commerce technologies enable a business to easily reach across geographic boundaries. It enables entrepreneurs to reach a large number of customers across several countries.
Universal Standards - It help simplify interactions. An individual can see these standards while shopping online, as the process to purchase items is similar on websites that use E-commerce technologies. Similarly, when an individual creates an online account, the site generally requires an individual to create a username and password so he can access his account.
Richness - Advertising and branding are an important parts of commerce. E-commerce can deliver video, audio, animation, billboards, signs and etc. However, it's richness is that of television technology.
Interactivity - Technologies used in E-commerce require consumer interactions in order to make an individual feel as though he is an active participant in the transaction process. For example, while shopping online, an individual is able to view different angles of some items, add products into a virtual shopping cart, checkout by inputting his payment information and then submit the order.
Information Density - The use of E-commerce reduces the cost to store, process and communicate information. At the same time, accuracy and timeliness increase; thus, making information accurate, inexpensive and plentiful. For example, the online shopping process allows a company to receive personal, shipping, billing and payment information from a customer all at once and sends the customer's information to the appropriate departments in a matter of seconds.
Personalization - Technologies within E-commerce allow for the personalization and customization of marketing messages that groups or individuals receive. Companies can base such messages on individual characteristics of a consumer. An example of personalization includes product recommendations based on a user's search history on a Web site that allows individuals to create an account.