Since the company's foundation in 1984, Dell has based its business on the simple concept that by selling personal computer systems direct to the customer, Dell could quickly and effectively understand the needs of the customer, whether a business or an individual. Their Internet strategy clearly follows this basic direct marketing principle, by reducing the cost of doing business, through the elimination of costly intermediaries such as retailers and resellers.

Dell's European Websites were amongst the first to be online business-enabled. Their 'tag retrieval' system allows customers to review, configure, price, order and track the delivery of their PC's. The site provides personalised system support pages and in excess of 45,000 technical service items. Large corporate and institutional customers are provided with private sites, containing product configurations and pricing, order and inventory tracking through a detailed reporting process. Contact information for account and support-team representatives can also easily be found online. The wide breadth of knowledge demonstrated by the sales and technical support teams enables the company to provide the bespoke systems its customers expect. An online callback facility enables customers to book a personal telephone call from a Dell representative at a time convenient to the customer.

The results of Dell's online activities within Europe are manifest with online sales now totalling over $5 million dollars per week, allowing them to obtain competitive advantage. This is reflected in their worldwide sales figures, which have achieved growth of more than 40% in each quarter for the last three years. Global sales generated by the Internet worldwide are now in excess of $5 million per day and account for a $2 billion annualised run rate. The site has received international acclaim and closely follows the company's direct model of offering in-person relationships with customers, irrespective of company size. Dell demonstrates a high level of commitment to their customers through the continuous pursuit of innovative methods, by which their online site can be improved to provide a better quality of service.