For both sides, the richness of the information layer plays a huge role in whether or not the sale is made - and whether there will be more sales in the future. While prices and features are readily available, buyers have a much more difficult time getting price comparisons, asking questions and learning about other customers' experiences with the product. Sellers, particularly in the retail environment, are often forced to work with the information layer almost empty. The Internet fleshes out the information layer for buyers and sellers. It can connect them in real-time to all the information they need.
Buyers can communicate with sellers, or they can communicate with other buyers.
Sellers can retain buyer history information to assist with sales. The Internet also allows both sides to process this information, distilling it down into the key data they need to make a decision. In addition to furnishing basic information, the Internet can supply altered information to provide new capabilities for e-commerce companies and their customers. Buyers and sellers can access this information layer at any time, often for free and from anywhere. Buyers can tap into vitual communities, either on their own or assisted by sellers, to read critiques on products and ask questions.