The Internet, while connecting people globally, allows companies existing on the market which theoretically has no borders. In practice, there are still certain limits, e.g. the linguistic ones. A website is a company’s “face” in the Internet world. Everybody is anonymous in the Net: it is impossible to read clients’ needs between the lines, it is impossible to manipulate clients via playing on personal emotions. In the Internet world a client is anonymous therefore sale may not be based on advisory and favoring tone of service. A client in a business using the Internet is anonymous but in the same way as in the traditional one, clients are recognized who return and they are not anonymous anymore. The Internet guarantees anonymousness to everyone who enters “a website” simultaneously presenting an offer of a company to numerous potential clients. Thus, it is necessary to be distinguished from other ones. A feature distinguishing a seller may certainly be innovativeness.
