E-commerce is facing new challenges: Customers are becoming more price-sensitive, marketing measures are becoming more and more expensive, returns and international competitors are putting pressure on margins - and at the same time, technological change is rapidly changing the rules of the game. This book is your strategic compass: Sabrina Kraft shows you as a decision-maker how to make your e-commerce business fit for the future, scale profitably and create real competitive advantages in an increasingly competitive environment. Practical, well-founded and implementable. Whether it's Generation Z, gaming target groups, artificial intelligence or even print catalogs - you will learn how to master current challenges, correctly classify relevant trends and grow sustainably with a well-thought-out mix of innovation, efficiency and customer focus. Content: Why growth in e-commerce needs to be rethought The role of AI and data in scaling and personalization How to tap into Gen Z and gamers as a target audience Personalization as the key to customer loyalty Use social commerce and value communication SEO, SEA, data gaps and pricing strategies as success factors Bringing customers into their own apps, rethinking print catalogs Clever dovetailing of retail and online Making innovations understandable and strengthening premium brands