What competitive forces lead a internet selling company to update their website/services?

Describe the competitive forces which are leading them to develop or update their use of e-business. For example, the price, efficiency of the website, access to quality staff, larger market, resources available, economic problems, demand for product (clothes and accessories), competitive companies.

I doing this question on ASOS but i’m finding it difficult to think of and describe the forces because it’s already a online business so how are they influencing the change?

Help please…..