Business Model of Online Trade

Gerrit Heinemann
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Gerrit Heinemann: Hochschule Niederrhein

Chapter 2 in The new online trade, 2023, pp 65-177 from Springer

Abstract: Abstract Online commerce has become the dominant form of distance commerce and has long since replaced catalogue mail order in interactive commerce. It is part of e-commerce and benefits from the network effects of the platform economy. These also result from customer centricity, which should therefore be the basis for the business model of every online retailer. Detached from the functionally oriented marketing doctrine, passion and credibility of the entire company management and an unconditionally customer-oriented company move into the center of business activities. This kind of “new customer orientation” permeates the entire business system of the company and at the same time provides employees with an orientation framework for their daily decisions.

Date: 2023
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DOI: 10.1007/978-3-658-40757-5_2

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