Контекста вы дали мало, но, возможно, это интернет-продажи.

См. например:
Business analysts often use the phrase “pure play” to describe a company with a singular focus. *However, in the past few years, many journalists and investors have started using the term to describe companies that rely solely on the Internet to distribute products and services.* Pure play companies have become rare, especially in the wake of hybrid success stories from Walmart and Barnes & Noble.
http://smallbusiness.chron.com/pure-play-business-model-3874...

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Note added at 19 mins (2012-12-05 20:25:08 GMT)
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Еще примеры:
**Pure plays use the Internet as a market entry strategy** and brick and clicks use the Internet as an alternate channel of distribution. Several theoretical frameworks are used to explore strategic and performance differences between business models. Results from a sample of 240 firms
engaged in Internet-based consumer marketing suggest that brick and clicks are more effective than pure plays at using the Internet for brand equity building.

Recent dot-com failures have raised a cloud of suspicion over the viability of **new ventures known as pure plays, which characteristically enter new markets exclusively via the Internet.**