Shareholders
As shareholders put money into the business by buying the shares it helps Boohoo move forward as they are gaining money to use for other things involved in the business. The shareholder has control as they are putting money into the business when they don’t actually have to, meaning they could pull out at any time and the company could loose interest and money. If there are more shareholders there is a higher chance more people will find out about the company and become interested as they know many people who already have shares. This will promote Boohoo as the shareholders will want people to buy from them so they can get their money back from their share. The word couls spread through the grapevine or online, where thousands of people could see it!
Customers
Overall the customer has most control on the business as they are the people who put most money into Boohoo from buying their products, but if they are unsatisfied they have the simple choice to just not shop again! Boohoo concentrate on their customer service as they only have an online store, which is the only way they can help their customers. By giving bad customer service people are unlikely to shop there and if this is the case there is no money coming into the business.