The new online trade: Business models, business systems and benchmarks in e-commerce

Preface to the 13th Edition
	Reference
Preface to the 1st Edition
Contents
About the Author
Abbreviations
1: Meta-Targeting and Business Ideas in Online Retailing
	1.1	 Digital Universe
	1.2	 Change in Internet Use
	1.3	 Innovations in Online Retailing
	1.4	 Relevant Trends in Online Retailing
		1.4.1	 The Top 5 Trends in Terms of Meta-Targeting
		1.4.2	 The Top 5 Trends in Terms of Business Ideas
		1.4.3	 The Top 5 Trends in Terms of Business Models
		1.4.4	 The Top 5 Business system Trends
	1.5	 Digital Maturity Levels and Innovation Index
		1.5.1	 Pandemic Period for Digitisation Not Fully Exploited
	1.6	 GAFA Dominance Versus Hidden Champions in Online Retailing
		1.6.1	 Hidden champions in Online Retailing
	1.7	 Concentration and Amazonisation of Online Trade
		1.7.1	 Amazonisation of Trade
	References
2: Business Model of Online Trade
	2.1	 Basics of Online Trading
		2.1.1	 Basic Concepts of Online Retailing
			E-Commerce
			E-Business
			Online Trading
			Online Shop
			Website
			Internet Platform
			Portal
			Platform/Platform Model
			Marketplace
		2.1.2	 Platform Economy and Network Effects as Online Drivers
		2.1.3	 Online Retail Meta-Business Models
		2.1.4	 Current Framework Conditions in Online Retailing
		2.1.5	 5G Roll-Out in Germany
			German Telekom
			Vodafone
			Telefónica (O2)
			1&1 Drillisch AG
	2.2	 Buying Behaviour and Customer Interaction in Online Retailing
		2.2.1	 Purchase Processes in Online Retailing
			The New Buying Process
		2.2.2	 Customer Journey and Customer Touch Points
			Online and Offline Touch Points
		2.2.3	 Showrooming Versus Webrooming
			Showrooming
			Webrooming
		2.2.4	 Special Features of Internet-Based Customer Interaction
			Onsite Versus Offsite Customer Interaction
		2.2.5	 Upstream Versus Downstream Customer Interaction
	2.3	 Business Basis of Online Trade
		2.3.1	 Online Trade as a Form of Distance Trade
		2.3.2	 Start-Up in Online Trading and Preconditions
		2.3.3	 Start-Up Management and Business Planning in Online Retailing
		2.3.4	 Operator Models and Profitability in Online Retailing
		2.3.5	 Operator Model Decision for Foreign Expansion
			Optional Internationalization
	2.4	 Marketing Policy and Audience Targeting in Online Retailing
		2.4.1	 Online Retail Marketing – The 4 Ps in Online Retailing
			Promotion – Communication Policy and Audience Targeting
			Place – Front-End Policy
			Product – Assortment Policy
			Price – Pricing Policy
		2.4.2	 Performance Marketing – The 4 Cs in Online Retailing
			CRM – Customer Relationship Management
			Content
			Community
			Commerce
		2.4.3	 Frequency Generation and Customer Acquisition in Online Retailing
			Domain Concept
			Search Engine Marketing: SEO and SEA
			Affiliate Marketing
			Online Communication
			Offline Communication
		2.4.4	 Customer Loyalty and Retention in Online Retailing
		2.4.5	 Customer Lifetime Value in Online Retailing
			Migration of Non-profitable Customers to Profitable Customers
			Up-/More Selling Through Customer Enthusiasm
			Deactivate Unprofitable Customers
			Value-Oriented Customer Management
	2.5	 Sales Policy in Online Retailing
		2.5.1	 Shop and Experience Design in Online Retailing
		2.5.2	 Conversion in Online Retailing
		2.5.3	 Cross-Selling and Up-Selling in Online Retailing
		2.5.4	 Purchase Completion and Check-Out in Online Retailing
			Most Popular Payment Methods
		2.5.5	 Returns Policy and Repurchase in Online Retailing
			Returns as a Normal Part of the “Online Shop” Business Model
			Returns as a Permanent Factor in Cost Planning
			Determining the Reasons for Returns
			Most Important Measures to Avoid Returns
	2.6	 Delivery Policy and Delivery in Online Retailing
		2.6.1	 Last Mile as a Cost Driver
		2.6.2	 Delivery Methods According to the Delivery Principle
			Delivery to Private Address
			Delivery to the Workplace
		2.6.3	 Types of Delivery According to the Meeting Principle or the Collection Principle
		2.6.4	 Temporal Variants of Delivery
		2.6.5	 Sustainable Means of Transport and Possible Solutions
	2.7	 Customer Centricity as a Basic Requirement for Online Retailing
	References
3: Forms of Online Trade
	3.1	 Product Groups, Types of Business and Suppliers in Online Retailing
		3.1.1	 Product Groups in Online Retailing
		3.1.2	 Types of Online Retailing Operations
		3.1.3	 Market Leaders in Online Retailing
		3.1.4	 Marketplaces and Shopping Portals
		3.1.5	 Ecosystems Versus All-in-One Platforms
	3.2	 SoLoMo as Part of Online Retailing
		3.2.1	 SoLoMo Forms of Online Trade
		3.2.2	 Social Commerce Platforms
		3.2.3	 Local Commerce Platforms
		3.2.4	 Mobile Content Portals and Comparison Portals
		3.2.5	 Mobile-Integrated Portals
	3.3	 Mobile Commerce as Part of Online Retailing
		3.3.1	 Current Development of Mobile Commerce
		3.3.2	 Basics and Delimitation of Mobile Commerce
		3.3.3	 Applications and Added Values in Mobile Commerce
		3.3.4	 Special Features and Forms of Mobile Commerce
		3.3.5	 Success Factors of Mobile Commerce
	3.4	 App and Chat Commerce as Part of Mobile Commerce
		3.4.1	 Types of Applications/Apps
		3.4.2	 Special Features of App and Chat Commerce
		3.4.3	 App as a Modern Customer Card
		3.4.4	 Super Apps in App Commerce
		3.4.5	 Dual Effects of App Use
	3.5	 B2B Online Trade and Multi-channel Distribution
		3.5.1	 Digital Universe in B2B Online Commerce
		3.5.2	 Challenges of B2B Online Trading
		3.5.3	 Special Features and Business Models of B2B Online Trading
		3.5.4	 Options for Manufacturer-Owned B2C Online Trade
		3.5.5	 Multi-channel Distribution as the Basis of B2B Online Trade
	3.6	 Mixed Forms and Franchise Systems in Online Retailing
	References
4: Business Systems and Benchmarks in e-Commerce
	4.1	 Business System and Controlling in Online Retailing
		4.1.1	 Business System of Online Trade
		4.1.2	 ExO Organisation and Frictionless Business in Online Retailing
		4.1.3	 Productivity Indicators in Online Retailing
		4.1.4	 Controlling and Web Analytics in Online Retailing
		4.1.5	 Success Factors in Online Retailing
	4.2	 “Shop Attraction and Selling Proposition” as Success Factor No. 1
		4.2.1	 Attraction Marketing and Customer Value Orientation
		4.2.2	 Killer Differentiation Factors
		4.2.3	 Digital Branding and Brand Attraction
		4.2.4	 Digital Brand Promotion and Brand Touch Point Management
		4.2.5	 Shop Design and Experience Orientation in Online Retailing
	4.3	 “Social Targeting and Societing” as Success Factor No. 2
		4.3.1	 Online Market Segmentation and Customer Participation
		4.3.2	 Target Marketing and Re-targeting
		4.3.3	 Community- and Loyalty-Driven Shopping
		4.3.4	 Owned, Paid and Earned Social Media Marketing
		4.3.5	 New Social Commerce: Instagram and TikTok Commerce
	4.4	 “Service and Search Solutions” as Success Factor No. 3
		4.4.1	 SEO Excellence and Potential Conversion
		4.4.2	 Time to Use, Call to Action, Usability and Accessibility
		4.4.3	 UX User Experience, UX-/UI-Design and Joy of Use
		4.4.4	 Check-Out and Shop Optimisation
		4.4.5	 Digital Services
	4.5	 “Scale-Oriented Customization and Personalization” as Success Factor No. 4
		4.5.1	 AI-Based One-to-One Advice
		4.5.2	 Personalised and Curated Shopping Experience
		4.5.3	 Hyper-Personalised and Granular Offers from a Micro Perspective
		4.5.4	 Mass Customization and Open Innovation
		4.5.5	 Personal Customer Feedback
	4.6	 “System and Supply Chain Excellence” as Success Factor No. 5
		4.6.1	 Intelligent and Automated Supply Chain
		4.6.2	 System Components, Interfaces and Technical Implementation
		4.6.3	 System Strategy and Selection of the Shop System
		4.6.4	 Monolithic Systems as SOA: Traditional e-Commerce
		4.6.5	 API-First and Content-First: Headless E-Commerce
	4.7	 “Security Standard and Reputation” as Success Factor No. 6
		4.7.1	 Risk Perception in Online Retailing
		4.7.2	 Payment Security and Flexibility
		4.7.3	 Data Security and Protection
		4.7.4	 Observance of Legal Framework Conditions
		4.7.5	 Legal and General Terms and Conditions Security
	4.8	 Supplement and Support Media Strategy as Success Factor No. 7
		4.8.1	 Need for Customer Touch Point Management
		4.8.2	 Customer Points of Sale: Multi-channeling Versus Omni-Channeling
		4.8.3	 Cross-Device and Cross-Media Networking
		4.8.4	 Target Appropriate Online Media Budget
		4.8.5	 Adequate Social Media Budget
	4.9	 “Sourcing Concept and Strategic Alliances” as Success Factor No. 8
		4.9.1	 Sourcing Options in Online Retailing
		4.9.2	 E-Sourcing and E-Procurement
		4.9.3	 Optimal Degree of Outsourcing
		4.9.4	 Insourcing Versus External Outsourcing Partners
		4.9.5	 Outsourcing Decision for Operator Models
	References
5: Best Practices and Risks in Online Trading
	5.1	 Best Practices in Online Retailing
		5.1.1	 Best Practices in Pure Online Retailing
		5.1.2	 Best Practices in Cooperative Online Commerce
		5.1.3	 Best Practices in Multi-channel Retailing
		5.1.4	 Best Practices in Hybrid Online Commerce
		5.1.5	 Best Practices in Verticalised Online Retailing
		5.1.6	 Watchlist for Potential Best Practices
	5.2	 Legal Risks in Online Trading
		5.2.1	 General Terms and Conditions in Online Commerce that Do Not Meet Requirements
		5.2.2	 Failure to Respect the Consumer’s Right of Withdrawal
		5.2.3	 Non-compliance with DSGVO – Basic Data Protection Regulation
		5.2.4	 Violations of the Geoblocking Regulation
		5.2.5	 Non-fulfilment of Information Rights and Obligations
		5.2.6	 Copyright Infringements
	5.3	 Experiences and Pitfalls in Online Trading
	References
References