Ecommerce websites tend to make the details of the sale a contract. For example a website that auctions used cars states predominantly:
Your bid is a contract between you and the listing creator. If you have the highest bid you will enter into a legally binding purchase contract.
Sometimes as with anything this has errors. An error I have witnessed is the textual description and the photograph not matching. In such a case it could be unclear exactly which car was being purchased.
There is a concept of Contra proferentem. From wikipedia:
Contra proferentem, also known as "interpretation against the draftsman", is a doctrine of contractual interpretation providing that, where a promise, agreement or term is ambiguous, the preferred meaning should be the one that works against the interests of the party who provided the wording.
How would such a situation be resolved? While one interpretation would be that the seller is the draftsman so the buyer to get the choice of cars, it is likely that there are two buyers (one for car in the photo, one for the car in the text), and they will both want the more valuable car. I am particularly interested in English/Welsh law, if other jurisdictions differ that would be interesting. If the outcome would be different if one buyer was in England and one in Scotland that would be of particular interest.