Abstract: For brick and mortar companies, e-business has primarily been used to lower transaction costs. Reasons for this are the relatively low risks involved, the rather unsophisticated understanding of the technology among top management, and that cost reductions provide an easy and measurable return on investment. Today, however, there is a clear trend that shows that brick and mortar companies are using e-business not only to enable growth through extended and refined offerings but also to expand their markets. Based on a study of two industrial brick and mortar companies this paper explores possible avenues for companies to extend their offerings and market by using e-business.