E-commerce is a primary example of where a truly rich Internet application makes sense. An improved customer experience that occurs with the use of an RIA typically results in higher checkout numbers - in terms of the amount that people buy and the number of people who successfully checkout.

Here are a few examples of rich Internet application e-commerce sites that I think have done things right. The first is a large company. Very large. Nike has recently redone their nikestore.com website to feature a Flash based online store, complete with product searching, shopping carts and checkout. All in one easy to use, visually appealing website.