Reason why modern world is different can be understood from consumer as well as company’s perspective. Today’s consumer is well informed about the product or service she is purchasing, reason been digital connectivity through internet, mobile etc. Product reviews are readily available forums or social networking sites, where in consumer can read understand experience of other consumers. Consumer have more access to customized products, there are websites which lets you design your own t-shirts or hoodies. Many of consumer purchase decision are made online; internet along with technology has given convenience to consumer. From companies perspective new technology frontiers has improved the way they understand consumer. Companies maintain large database storing consumption behavior; analyze this database to create consumer expectation matching products and services. Marketing tactics can be implemented by emails, forums on social networking sites etc. Internet retailing has created new supply chain model for companies, which is a challenge as well convince, because traditional distributes and agents have made way to courier services. For example products ordered from Dell are design, assembled in company’s warehouse and then sent to customers.