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This book presents developments and future trends in e-commerce, which is shaped by customers' new digital communication and consumption patterns. Gerrit Heinemann examines e-commerce business models, channel excellence, and success factors such as digital time advantages and customer centricity. He analyzes the digital challenges and highlights 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 increasing cost pressure on online retailers in light of declining sales and ever-increasing competition from Asian platforms. Furthermore, special attention is paid to retail media, AI, and community building. For this new edition, all chapters have been revised and new best-practice examples integrated. The content covers: Meta-targeting and business ideas in online retail; Business models of online retail; Forms of online retail; Business systems and benchmarks in e-commerce; Best practices and risks in online retail.

The author, Prof. Dr. Gerrit Heinemann, is Professor of Business Administration, Management, and Trade, as well as founder and head of the eWeb Research Center at Niederrhein University of Applied Sciences. Biography: Prof. Dr. Gerrit Heinemann teaches business administration, specializing in management and trade, at the Niederrhein University of Applied Sciences in the Department of Textile and Clothing Technology, and is primarily responsible for the English-language Master's program in Textile and Clothing Management.

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