The new online trade (PDF)

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 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

The author

Prof. Dr. Gerrit Heinemann is Professor of Business Administration, Management and Commerce and Head of the eWeb Research Center at Niederrhein University of Applied Sciences.

This book is a translation of the original German edition "Intelligent Retail" by Heinemann, Geritt, published by Springer Fachmedien Wiesbaden GmbH in 2021. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.