On the other hand, we have products like computer items and fashion, the market stand for these items requires daily monitoring of the sales cycle and how consumers are reacting, the risk of running out of stock or not getting the lead in the market is the main concern in addition to the fear of the cost associated with the extra supplies. The battle is to overcome the uncertainty around the demand and the product, and the only defense is through continuous and accurate collaboration of information with suppliers and every one involved in the supply cycle (Lee, 2002). Collaboration goes further than plain exchange of data to include planning, material coordination, action integration among buyers, suppliers, in addition to extended chains. This process is entirely automated through the enhanced electronic business collaboration commerce applications running on the Internet, thus, cutting cost and increasing value for other SCM investments (McLaren, Head, and Yuan, 2004).

This era introduces software applications like product data management and online vendor catalogs that supports customers locate and order items electronically and directly from suppliers. An example here would be an online supplier like Abebooks.com, which lists books from different book sellers, and the online portal connects customers directly to any of the book stores associated with Abebook enabling them to make the actual order and complete the transaction that will deliver the items to their locations (Lancioni, Smith, and Oliva, 2000). Along the same path, online portals connect businesses with their suppliers globally, establishing a downstream where plans and information that supports the supply chain can be shared (Lee, 2002).
Another key application is the transportation tracking and tracing software that is deployed on online websites and accessible to customers from any computer connected to the Internet. Delivery services such as United Parcel Service or DHL provide very easy tools with various search options for customers to inquire and locate their purchased goods (Lancioni, Smith, and Schau, 2003). World supply chain management software include transportation management, warehouse management, and manufacturing execution (Trebilcock, 2007) Companies like Ford Motors, PPG Industries use these applications through the Internet to track items shipped to customers, or monitor production plants and delivery status (Lancioni, Smith, and Oliva, 2000).