This document discusses essential models for e-commerce websites. It outlines several models including the brand awareness model, cost cutting model, promotional model, info-mediary model, retail model, advertising model, and subscription model. For each model, it provides a brief description of the focus and goals. The models vary in their approach but all aim to effectively engage customers and drive online sales through different strategies like reducing costs, promoting products, offering valuable content, and gathering customer data. Implementing the right model can help take a business to the next level in today's e-commerce focused world.