Online communication and interaction has changed dramatically over the decades, centuries and eras. Already in the last half of the century, we have seen concrete changes in the approaches and tactics of online communication caused by (technological) revolutions, innovations and new tools of communications (including online). Throughout this MA thesis, we learn about the importance of online communication and interaction today (compared to the past), how it affects buying habits, what it brings, and where and why it remains crucial. Analysing the case of an e-commerce, and researching the music industry in Slovenia, we find out what are the tactics that increase the sales and effectiveness of websites, while simultaneously exploring the reasons for such results. Through this MA thesis, we follow the research and get to know the analogue and digital techniques that are or could be used by online merchants. The field of study is also user experience, which is among us much longer than the first online purchase, because experts agree and predict that it will become one of the major disciplines of the world economy.