Common elements of businesses you wouldn't expect to find online:
Uniqueness
The fact that they are different works in their favour. Consumers are constantly confronted with similarity in products and services, and many use the Internet to search out other options.
Story continues below advertisement
Consumer concentration
A critical mass of online shoppers makes it easier to market unlikely goods and services online. This also helps companies to develop and serve a "passionate niche."
Social media
Micro-targeting interested shoppers and building up a following are easier through social media.
Story continues below advertisement
Anonymity
The relative anonymity of the Internet can be attractive to some shoppers.
Price
Companies without premises can offer products for less due to reduced overhead.
Story continues below advertisement
Source: Paul Cubbon, professor of marketing communication at the Sauder School of Business, University of British Columbia