Modern business would be inconceivable without the internet. But until now, very few firms have actually earned money directly through the internet. However that is changing. The latest generation of internet firms is showing how it's done. German start-ups such as brands4friends and fashion4home began turning a profit soon after they were founded. They sell luxury items at affordable prices.Both firms have created hundreds of new jobs. Brands4friends sell clothes from prominent labels, while fashion4home trades in designer furniture. Part of their success is due to the community character that many online stores now cultivate actively.