The internet is a great platform, however the internet can also be a dangerous place if one is not careful. Concerns like competition, copyright and legal issues, security and privacy that might be compromised are very real and it can happen to anyone.
Through the use of media and technology, companies and businesses continually upgrade and update themselves to appear more attractive to their target audience.
Online companies such as amazon.com, ebay and newer ones like etsy.com have an international platform to buy and sell (with the exception of amazon.com) goods wherever you are on the planet. It is interesting to note that these platforms are a form of e-commerce as well.
In the example of Etsy, they brand themselves differently from the other e-businesses by positioning themselves as "Your place to buy all things handmade, vintage, and supplies," giving the company a very warm and homey presentation of their brand to their consumers. As an business, it tries to encourage more people to use their platform to get people involved with the company.