The modern economy is based not only on capital and human resources, but above all on information that enterprises possess. The right information at the right time may determine the development and strong competitive position of an enterprise on the market, whereas lack of such information may even lead to its failure. A properly developed e-business strategy and tools that are well suited for the specificity of this type of business and appropriately used have a positive impact on an enterprise's success. The aim of the paper is to indicate the existing, modern tools used in e-business in the aspect of increasing the coverage and sales of the different products and services, with special reference to recognition of a specific brand. The authors attempt to present business model solutions of a selected service offered by an e-business which is a Polish leader in e-shop software, as well as resources of good practices defining how to act to provide services in an optimal way using IT communication.