In e-business terms, a pure play is an organization that originate and does business purely through the internet, they have no physical store (brick and mortar) where customers can shop. Examples of large pure play companies include Amazon.com and Netflix.com. There are also many smaller, niche oriented pure play mail order companies such as women's travel accessories company Christine Columbus, fashion jewelry merchant Jewels of Denial and cycling goods supplier Lickton Bike Supply. With a much lower barrier to entry, the Internet affords smaller companies the ability to compete with much larger brands due to typically lower overhead and marketing costs. Though multi-channel marketing is a hot buzzword, there is still plenty of growth opportunity for pure play merchants.