The cyberspace is an environment that has changed behavioural pattern in various segments, from communication to changes in the forms of relationship. In this trajectory, a new reality of consumption arises where the sellers are the result of binary combinations arquitetadas by marketing professionals and systems analysts. This article provides a brief analysis, based on literature search and case study, the tools of marketing adopted by the Culture Bookstore in its point-of-venda address: the Internet. For this reason, adopts, in particular the concepts of Castells (1999), McLuhan (2005), Hagel III & Armstrong (1998) and Wind, Mahajan & Gunther (2003) to understand the observations from the analysis developed.