Nowadays, every service organization is facing the marketing challenges in global business environment due to the basic characteristics of services. It is caused by the necessity to study the process of transformation of marketing in e-commerce, because the active involvement of business organizations with the field of e- business is commonly accompanied by issues of applying the standard promoting tools in a very vital virtual environment. The leading approach to the study of this issue is that the marketing model 7P’s permitting structure the changes in a complex of marketing tools with reference to trade and information services of online stores. This article demonstrating the significant influence of customers on the content of 7P’s and personalize the supply of products and services, it is helpful for on-line stores just in case of marketing strategy development, identification of most vital elements of 7P’s , assessment of marketing effectiveness and optimization of marketing costs.