In contrast, the responsiveness of an e-business firm means that it is ready to adjust its production and marketing plans, to deliver products and services on demand, and to service customers' needs in real time. Even physical product sellers can be responsive by using e-mails and chat lines to quickly alert customers about new products, promotions and prices, or forward answers to customer complaints. A flexible and responsive business is an e-business firm. A business may invest in information technology, which is not necessarily networked to the Internet. But computer technologies and the Internet happen to be the most logical tools to achieve e-business objectives.
Some products are natural for the electronic marketplace.
For example, sellers of information, news, software, databases and other knowledge-based products have the added advantage of being able to deliver their products online. Sellers of non-digital products, on the other hand, perceive the Internet simply as a marketing or alternative retailing channel. The latter include music, movies, photographs, painting, and graphics. A wide range of products in these groups and others, with some inventiveness, may be converted into digital products. For instance, Blue Mountain Arts introduced digital greeting cards that can be fully customized.