A critical mass of service providers have migrated from implementation to optimization by embracing e-commerce 2.0 to let customers order service and upgrades online. However, it is no longer acceptable to just attract people to a website and sway them to order online. Optimization is key to truly take advantage of the potential growth in e-commerce. To achieve optimization, service providers will need the help of second-generation systems that combine various functions including marketing, operations, network inventory and billing systems. A robust inventory management system that ties backend systems with front-end applications is needed in order to prevent recommending, and worst, selling a service or product that is not available. In similar fashion, billing systems must have real-time mechanisms that generate up-to-date information on promotions, discounts, account status and balance for both the system and customers. To enhance the metric of success for e-commerce, service providers working to enhance the areas of personalized marketing and shopping cart abandonment. There a mix of confluent optimization factors that must be taken into account to realize success in e-commerce ventures. Huge amounts of information about customers are available that service providers can use to hone their knowledge about the customer. Service providers need to take advantage of this existing information, apply business intelligence to it and generate a market of one that features tailor-made views, offers and discounts. To promote this market of one initiative, providers need to use the concept of segmentation, or customized messaging to better address the divergent buying behaviors of customers.