Rather than functioning solely as a transactional interface, online stores become a strategic hub within the brand’s private-domain ecosystem. This chapter explores Owned Online Stores (Module 4) in the Brand Intelligence framework. It outlines how brands can upgrade both the technical and strategic capabilities of their online stores to support user growth, data accumulation, and algorithm training. The chapter then discusses the evolution of e-commerce business models through a series of case studies, offering innovative concepts and best practices that brands can adopt when building their own branded online ecosystems. Core Concepts: Branded online store; E-commerce technologies; Direct-to-consumer (DTC); Omnichannel retail; Vertical e-commerce; Membership/subscription models; Lifestyle-driven commerce; Re-commerce; Social commerce; Mobile commerce; Content-driven commerce; Group buying; Live streaming; Interest-inspired shopping; Crowdsourced commerce; Agentic commerce; IoT-enabled commerce; First-party data; Marketing-mix optimization; A/B testing.