Abstract: The embodiments described herein provide in one aspect, a method of conducting an electronic auction for a product at a server, wherein a finite number of the product is available at a current price and the current price decreases as an auction time period for completing the electronic auction decreases, the method comprising the server: setting the auction time period for completing the electronic auction; providing a user interface for receiving an input for purchasing one or more of the finite number of the product at the current price; monitoring interest in the electronic auction using an interest indicator associated with the electronic auction; decreasing the current price by a variable price decrement as the auction time period decreases, wherein the variable price decrement corresponds inversely with the interest in the electronic auction; and displaying the current price on the user interface as the current price decreases.

Abstract: Methods of conducting electronic commerce at a server by providing group buy offers are disclosed. In one aspect, the method involves receiving requests from group buy participants to participate in a group buy offer; determining that the group buy offer is valid once a minimum threshold number of initial group buy participants is met; offering an incentive to a selected initial group buy participant to share the initial group buy offer; receiving input from a subsequent group buy participant, the subsequent group buy participant having been shared the deal from the selected initial group buy participant; determining a relationship between the selected group buy participant and the subsequent group buy participant; assessing a degree of influence the selected group buy participant has on the subsequent group buy participant based on the relationship; and varying the incentive offered to the selected group buy participant corresponding to the assessed degree of influence.