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The new online retail

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 focus. He analyzes the digital challenges and shows the consequences and the opportunities associated with online trading. Recognized best practices illustrate how successful digital commerce works and what the lessons learned over the past few years have been.

The 11th edition describes what online retailers can do to reinvent themselves and survive against Amazon, and what founders should consider in order to start successfully in online retail with innovative business models. All chapters have been revised and expanded to include current topics such as performance marketing, audience targeting, digital branding and shop design as well as new findings from the ExO organization and the frictionless business. In particular, numerous new legal requirements were taken into account, such as two-factor authentication, the geoblocking regulation and of course the GDPR and upload filters.

The content

  • Meta targeting and business ideas in online trading
  • Business model of online trading
  • Forms of online trading
  • Business systems and benchmarks in e-commerce
  • Best practices and risks in online trading

The author

Prof. Dr. Gerrit Heinemann is professor for business administration, management and trade as well as head of the eWeb Research Center at the Niederrhein University of Applied Sciences.


E-Business Book E-Commerce Book Distance Retailing Internet Retailing Multichannel Retailing Online Retailers Online Retailing Business Models Channel Excellence Web Excellence Risk Benefit in Online Retailing Digital Commerce Digitalization in Retail Audience Targeting Digital Branding Performance Marketing Shop Design ExO Organization Frictionless Business

Authors and affiliations

  1. 1. Niederrheine University of Applied SciencesWeb Research CenterMönchengladbachGermany

About the authors

Dr. Gerrit Heinemann is professor of business administration, management and trade as well as founder and head of the eWeb Research Center at the Niederrhein University of Applied Sciences. Professor Heinemann was one of the first scientists in Germany to deal with the topic of online trading from the perspective of business administration. He has been one of the leading e-commerce researchers for years and is considered one of the most prominent retail experts in German-speaking countries. He has already published more than 300 specialist articles and 21 specialist books on the topics of the future of retail, digitization, e-commerce as well as online and multi-channel retail.

Bibliographic information

  • Book TitleThe new online trade
  • Book SubtitleBusiness Models, Business Systems and Benchmarks in E-Commerce
  • AuthorsGerrit Heinemann
  • DOIhttps: //doi.org/10.1007/978-3-658-28204-2
  • Copyright InformationSpringer Fachmedien Wiesbaden GmbH, part of Springer Nature2020
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-658-28203-5
  • eBook ISBN978-3-658-28204-2
  • Edition Number11
  • Number of PagesXXII, 451
  • Number of Illustrations133 b / w illustrations, 9 illustrations in color
  • Topic business / e-commerce
  • Buy this book on publisher's site