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Web commerce can be useful for consumers, as it allows a user to purchase items through a website, rather than having to go to a retail store. This carries several benefits, one of which is that online prices may be cheaper than those in a physical store, as the overhead costs of running a physical location no longer factor into the price. Availability is another key benefit, as at a store, availability is limited to what's on shelf at that time. Finally, web commerce can offer a larger variety of choice in stores, as one can purchase from stores that aren't even in one's city, region, or even country.

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