E-marketing is the use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organisation and its stakeholders. Evidently, customers are spending longer on the internet, buying more often and spending more money. Due to this development most organisations have set up a website and have implemented several e-marketing strategies, in order to match this pace of change and meet consumers increasing needs. The specific activities involved in the successful implementation of E-marketing include: marketing planning techniques (SOSTAC), consideration of the 5 S’s (Sell, Serve, Speak, Save and sizzle), the 7 P’s, and also contemplation of marketing models of E-procurement and loyalty methods. All of these have various advantages for the companies analysed, when considering the effect these have in developing and maintaining their competitive position