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This Work is an empirical study on groupon.com /it customers' elasticity demand according product categories. It embeds as well a literature review on e-commerce latest development and their role in the new digital era. Nevertheless, it is particularly analysed the role of trust and reputation in online trades. Through the Bertrand Model equilibrium it is shown what products variables ( price, category, other qualitative features) are required to reach a Nash Equilibrium in the deals offered by Groupon's Platform. The most interesting result referes on the behavioral impact these models have on customers' purchasing decisions.