Why is it difficult to categorize e-commerce business models?

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 It is difficult to categorize e-commerce business models because the number of models is limited only by the human imagination, and new business models are being invented daily. Even within the broad-based generic types, there are overlaps, and fundamentally similar business models may appear in more than one. The type of e-commerce technology used can also affect the classification of a business model. Also, some companies may employ multiple business models. For example, eBay is essentially a C2C marketplace, but also functions as a B2C market maker, and in addition, has an m-commerce business model.


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