The dramatic expansion of the Internet, fuelled by the World Wide Web, has made the widespread use of electronic trading, or e-commerce, a serious possibility Markets are certainly changing, but, in this 'brave new world', certain essentialprinciples still apply To a greater or lesser degree, any commercial transaction relies on the twin functions of value and identity Value is always present, represented by the need to pay for goods and services; identity is sometimes more of an option. If you're paying for something with cash, then the vendor isn't going to be too worried about your identity Conversely if you're using a cheque or credit card, then proof of identity can be very important indeed.
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