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Any consumer good or service where the transaction takes place online. Some sites, such as Amazon, are almost exclusively dedicated to e-Commerce.

User Interface refers to the actual architecture of a site that allows a user to engage with it and navigate it. It is closely related to user experience (UX) but not identical.

In digital marketing, a benchmark is a specific metric that you compare results to. A benchmark can relate to impressions, clicks, open rate, sales, or many other metrics. An established threshold is then used to determine success or failure of a particular campaign or piece of content. Benchmarks for an email campaign, for example, might be 20% open rate, 2% click through rate, and 0.5% sales rate on a product that the email is highlighting. 

The success or failure of the campaign would be measured against these numbers. Ideally, you’re developing benchmarks based on past campaign results in order to create personalized benchmarks for your business that allow you to compare across marketing channels.