Take a look at this site:- Loveti.co.uk  Nothing really unusual about it.
All the usual functions like fully integrated shopping cart and check-out system. Call the service number and you speak to a friendly, professional member of staff. Click on the online live service button and you can chat with a live assistant. All perfectly normal.

What's different about this site is that the "owner" doesn't stock a single product, they never answer the phone and don't have to order or ship a thing. WE DO IT ALL! We even source, upload and fulfil every single product displayed with thousands of variables to choose from in their custom online back office; allowing the owner the time they need to promote and decide on the direction they wish to go in.