This paper focuses on communication media offered by distance selling companies. It also concentrates on possible as well as feasible business actions for customers to conduct through these media. The analysis distinguishes between communicative and material business actions. We examine the benefits of this separation when conducting business analysis in settings where there is a physical distance between the selling company and its customers. The paper also stresses the usefulness of focusing on both generic phases of the business interaction, and communicative and material business actions conducted within each phase. As a result of the study, a business action matrix is introduced to analyse different dimensions of business interactions and media.