Due to the exponential growth of internet, nature and structure of competition in traditional way of doing business and e-commerce has been changed dramatically. In traditional way of doing commerce, most businesses had to compete within a single industry and often within a specific limited geographical area, but the internet is breaking all these boundaries. Technology is changing at a rapid pace and with it, the consumer experience of buying goods and services. New markets, products and services are emerging so quickly it is difficult for consumers and regulators to keep pace. Consumers often have to figure out new technologies for themselves. Regulators may step in to address issues but this is often after significant consumer adoption and the market may have already moved on.