E-commerce business is conducted virtually online via a website, email, or some other form of electronic medium. Jet Airways has made e-commerce an integral part of its business strategy. It has been observed that companies which have successfully used e-commerce strategy have seven differentiating factors: Four positional factors: (i) Technology (ii) Service (iii) Market (iv) Brand Three linking factors (i) Leadership (ii) Infrastructure (iii) Organizational LearningThe interrelationship is as shown in Appendix Figure 1Jet Airways is preferred by many passengers for its "on schedule" flight operations and ease of booking. It is a successful flight that operates in both domestic and foreign markets. One of the critical success factors is the use of information technology. All passengers use the e-commerce website as their only window of interaction with Jet Airways. The airline has always maintained a good relationship with customers and to achieve the high priority customer excellence objective, Jet Airways has introduced e-commerce initiatives. The airline has adopted cutting-edge technology with a clear focus on customer satisfaction and increasing loyalty. The new software provides an integration platform for key services and acts immediately based on customer feedback. BCBP system: Barcode boarding passes (BCBP) are a standard IATA solution. Jet Airways is the first Indian airline to implement the BCBP system in its e-commerce initiatives. The BCBP helps by providing automatic scanning capabilities during the boarding process. The time the onboarding process took after using BCBP was much less than the original manual onboarding process. It also improved accuracy and was able to handle more flights to… middle of paper… of diverting traffic via SEO, originally intended for branding; but routed through another destination and then asking the brand to pay for it as affiliate marketing. Jet Airways has strengthened its focus on creating differentiating products and services to compete in the current challenging environment. It established a joint innovation council in collaboration with IBM to create smarter, faster and more personalized self-service using digital and social media to improve customer service and engagement. The company has records of 1 million fans on Facebook. The company has launched India's first native mobile application for Windows phones and Android applications for other smartphones. The company plans to use cloud computing to leverage benefits such as infrastructure flexibility, scalability, cost control, and improved productivity with better performance.