What term refers to the buying and selling of goods and services online?

The buying and selling of goods and services online is widely recognized as eCommerce. This term encompasses all online transactions, including both consumer-to-consumer (C2C) and business-to-consumer (B2C) sales. eCommerce facilitates a marketplace where various types of businesses can operate, whether they are large online retail businesses or smaller boutique shops.

Digital marketing, while important in promoting eCommerce platforms, primarily focuses on strategies and techniques to attract customers and drive traffic through online and digital channels, rather than the transactional aspect itself. Online retail specifically refers to the sale of goods directly to consumers via the internet, which is a component of eCommerce, but does not capture the full range of business models involved. Web commerce is a less common term that could refer to any commercial activity on the web, but eCommerce is the standardized term that is universally understood to represent the broader category of online transactions.

Thus, eCommerce is the most precise and encompassing term for online buying and selling activities.