The purpose of the research is to address the issues and considerations faced by companies, mainly retail B2C companies, as they try to establish online presence, migrating from tradition modes of doing business, to adoption of some virtual attributes. It also looks into the challenges that wholly virtual companies face, particularly online retailers (normally called e-tailers) as they realise the need to embrace traditional business processes, in a bid to gain from the advantages of the two worlds (the traditional world and the virtual world). We discussed problems, issues and considerations that these retail companies, both wholly internet based firms and the well known traditional firms face through a case study approach. With the use of different case studies of successful traditional companies, we shed light on what need to be considered while migrating from either of the two platforms elaborated on (the traditional world, and the virtual world)