Evaluation of the potential of e-business as a channel to the US consumer market: Levenburg (2013) states that for retail companies to maintain an e-business approach successful, it is critical that they understand the new channel. Fundamental understanding of the frontier of multi-channel transactions is essential to support a correct evaluation of the impact of e-business on the consumer market. It is vital that retail businesses know how the Internet can be adapted to deliver positive outcomes when it comes to consumer market access. Changing operational structures are equally crucial to the assessment, particularly the notion of operational supply chain shifts (Graig