The new online trade

Business models, business systems and benchmarks in e-commerce

verfasst von: Gerrit Heinemann

Verlag: Springer Fachmedien Wiesbaden

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book presents developments and future trends in e-commerce, which is shaped by customers' new digital communication and consumption patterns. Gerrit Heinemann sheds light on e-commerce business models, channel excellence as well as success factors such as digital time advantages and customer centricity. He analyzes the digital challenges and highlights the consequences and opportunities associated with online commerce. Recognized best practices illustrate how successful digital commerce works and what the "lessons learned" of the past years are.

The 13th edition describes which new approaches will shape the future of online retail and which developments will remain long-term issues. While, for example, app and smartphone commerce, including mobile payment, continue to be long-running issues, the environmental issue is coming at online commerce with a concentrated charge. This means that people's growing need for more sustainability and consideration for the environment has now also arrived in e-commerce. This work is therefore devoted to sustainable e-commerce in the context of online logistics, which runs counter to the new trend towards quick commerce. The topics of climate neutrality and returns management are also increasingly coming into focus. In addition, current topics such as the marketplace theme and social commerce will be explored in greater depth. Furthermore, numerous new legal requirements are taken into account, which place increased obligations on marketplace operators in particular.

The content

- Meta-targeting and business ideas in online retailing

- Business model of online trade

- Forms of online trade

- Business systems and benchmarks in e-commerce

- Best practices and risks in online retailing

Inhaltsverzeichnis

Frontmatter

1. Meta-Targeting and Business Ideas in Online Retailing

Abstract

As internet usage continues to grow in terms of user numbers as well as usage intensities, online retail sales continue to increase rapidly. The Corona crisis is accelerating this development. The digital universe is increasingly characterized by mobile Internet usage, which is also significantly changing customer orientation. This is in any case constantly changing due to new trends, which in turn are fed by new customer expectations. At the same time, the concentration process continues to accelerate, as a result of which the gap between the market leader Amazon and the chasing pack, and above all the traditional companies, is widening. This is why the acceleration of digital maturity and the dismantling of digital barriers are of great importance.

Gerrit Heinemann

2. Business Model of Online Trade

Abstract

Online commerce has become the dominant form of distance commerce and has long since replaced catalogue mail order in interactive commerce. It is part of e-commerce and benefits from the network effects of the platform economy. These also result from customer centricity, which should therefore be the basis for the business model of every online retailer. Detached from the functionally oriented marketing doctrine, passion and credibility of the entire company management and an unconditionally customer-oriented company move into the center of business activities. This kind of “new customer orientation” permeates the entire business system of the company and at the same time provides employees with an orientation framework for their daily decisions.

Gerrit Heinemann

3. Forms of Online Trade

Abstract

Very few online retailers still occur in a pure form. Only start-ups or new forms of interactive online retail, such as Farfetch, pursue a single business model 100%. Even the big pure players like Amazon or eBay are hybrids. They differ significantly in terms of which product groups they serve and which format they pursue. In the meantime, a large number of different types of business have emerged here, which can be described on the basis of central characteristics and develop in different ways. The market leaders overlap to some extent on a global and national level. Increasingly, new forms of online commerce can be observed, including mobile commerce or app and chat commerce, which continue to grow strongly. In addition, B2B online commerce, i.e. e-commerce by business for business, is becoming the “next big thing”.

Gerrit Heinemann

4. Business Systems and Benchmarks in e-Commerce

Abstract

The design of the business system plays a key role in online retailing. It is also the basis for channel excellence, which distinguishes successful online retailers. They are able to set the benchmark with their e-commerce services and use all the possibilities of modern interaction. In total, there are eight key success factors for the existence of web excellence in B2C. A major challenge, however, is increasingly the sustainability of the success factors, as the competition is adapting ever faster.

Gerrit Heinemann

5. Best Practices and Risks in Online Trading

Abstract

Best practices in online retailing result from the best possible implementation of the success factors, but on the other hand, they have also played a significant role in determining them. The following best practices were identified through online research. The data, facts and figures were largely taken from the current annual reports from 2020/2021 or information on the websites and from the press.

Gerrit Heinemann

Backmatter

Titel: The new online trade
verfasst von: Gerrit Heinemann
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-40757-5
Print ISBN: 978-3-658-40756-8
DOI: https://doi.org/10.1007/978-3-658-40757-5