This book presents developments and future trends in e-commerce, which is shaped by the new digital communication and consumption patterns of customers. Gerrit Heinemann sheds light on e-commerce business models, channel excellence and success factors such as digital time advantages and customer centricity. It analyses the digital challenges and shows the consequences and opportunities associated with online retail. Recognized best practices illustrate how successful digital commerce works and what the "lessons learned" of recent years are. The 16th edition discusses the question of increasing cost pressure for online retailers in the face of falling sales and further increasing competition from Asian platforms. In addition, special attention will be paid to the topics of retail media, AI and community building.