How is e-commerce helpful to the consumer?

In C2B transactions, customers/consumers are given more influence over what and
how products are made and how services are delivered, thereby broadening consumer
choices. E-commerce allows for a faster and more open process, with customers
having greater control.

E-commerce makes information on products and the market as a whole readily available
and accessible, and increases price transparency, which enable customers to
make more appropriate purchasing decisions.