Price is critical because consumers can easily compare prices online but this would be not the only factor that affects an online purchase as cost and speed of delivery are critical too.
Free shipping and free returns are attractive incentives to purchase—Also the time of delivery is important as specific retailers who can offer one-hour time slots and deliver beyond the traditional working day gain a competitive edge.
Also whatever the goods being sold they must be in an excellent quality because feedback on the internet can have a powerful effect on the market.
As for example hotels and restaurants feedback and ratings now by customers are now the norm because many consumers base their purchasing decisions other people’s comments.
As for example a well run family-owned hotel which focuses on excellent service and always delighting its guests can build a reputation as the number one place to stay in a particular town.