Online hierarchy (excl. marketplaces):

Custom design (e.g. website/SEO)
&lt; E-commerce store (e.g. $AMZN seller)
&lt; Written content (e.g. Newsletter/WSJ)
&lt; B2B SaaS (e.g. Bloomberg)
&lt; B2C SaaS (e.g. $NFLX)
&lt; B2B PaaS (e.g. $FB, $GOOG, $MSFT)
&lt; B2C PaaS (e.g. $AAPL, $AMZN, $MSFT)