另一个可以用来解释电子商务行业规模的参数是由于相同的原因而产生的流量(Gefen, 2000)。罗伯特·摩尔发现，目前互联网上排名前100万的网站中，约有11%是电子商务网站。此外，最佳的电子商务网站是34% (Delone, 2004)。全球约51%的业务和63%的总收入来自电子商务行业。这个行业的巨大规模也可以从目前互联网上创建的前100万个网站中，约有11%是电子商务网站这一事实看出。由此可见，电子商务行业的规模是巨大的，是当今任何一个行业都无法比拟的。电子商务产业规模庞大的原因包括:互联网使用人口比例大、智能手机用户在当今时代的巨大增长、整体生活水平的提高等。
在当今时代，电子商务产业已经改变了整个世界的商业。这是由于电子商务行业的结构。电子商务产业可以在不同的结构中产生。这可以根据行业销售产品的需求和要求来实现(Turban et al.， 2016)。最常用的结构之一是在线结构。这包括只在线观察产品的方法。另一个结构是邮购结构。在这种结构下，进行交易的电子商务网站生成打印的目录，并拥有大约一到两个物理存储。另一个结构是大砖块和咔哒咔哒的结构。在这种结构下，有大量的实体店和一个电子商务网站(Da Costa, 2016)。另一个结构是精品砖和点击结构。这种结构只有一两个不同的物理位置，还有一个电子商务网站。
Another parameter which can be used for the purpose of explaining of the size of the E-commerce industry is the traffic which had been generated because of the same (Gefen, 2000). It was found by Robert Moore that around 11 % of the top 1 M websites which have been present in the internet are the E-Commerce websites. In addition, it had been found the best E-commerce website is 34% (Delone, 2004). Around 51 % of the overall business and the 63 % of the overall revenue from the total businesses in the world have been obtained from the E-commerce industry. The huge size of the industry can also be identified from the fact that around 11% of the top 1 M websites which have been created on the internet in the present times are the E-commerce websites. Thus, it can be ascertained that the size of the E-commerce industry is huge and is incomparable to any other industry in the present times. Some of the reasons for the huge size of the E-commerce industry include the large percentage of population using the internet, huge growth of smart phone users in the present times, rise in the overall standards of living and many others.
In the present times, E-commerce industries have changed the entire business in the world. This is because of the structure of the E-commerce industry. The E-commerce industry can be created in different structures. This can be done as per the need and the requirement of the products which are to be sold in the industry (Turban et al., 2016). One of the most commonly used structures is the online structure. This includes the method under which the products are observed online only. Another structure is the mail order structures. Under this structure, the E-commerce website which undergoes the transaction generates the printed catalogue and it has around one or two physical storage. Another structure is the Big Bricks and Clicks structure. Under this structure, there are a large number of physical stores and there is an E-commerce website (Da Costa, 2016). Another structure is the Boutique Bricks and clicks structure. This structure has only one or two different physical locations and there is an E-commerce website.