This study is dedicated to providing readers with a holistic overview of the phenomenon of the imitation among internet based companies. Four research questions have been posed and answered through qualitative primary and secondary researches. As a result of this study major success factors that allowed a Berlin - based company Rocket Internet SE to imitate ideas and business models of others have been identified, numerous recommendations have been provided to future copycat companies as well as to companies that face the pressure from such copycats in their day-to-day activities. As an outcome, more transparency has been provided about the processes of imitation in the business environment in order to allow various players to compete more effectively, structure their operations in more efficient way and avoid costly mistakes.