E-commerce is much more than just than an Online shop. “The quintessence of the e-commerce book by Alexander Graf and Prof. Dr. Holger Schneider is already on the back of the cover. And that is what this book is all about: latest eCommerce trends, how to build a successful ecommerce store, the complexity of online trading, the possible and meaningful business models, and the strategies behind the success of the big stakes.
The e-commerce book is essentially structured into three parts: value creation stages, case studies and the so-called practice questions. The introductory chapter “What has been done so far” is explicit as an introduction, since it summarizes the development of e-commerce in the past few years only roughly sketched. Nothing new.
Value creation stages in e-Commerce
It is exciting starting on page 37, when the two authors show by example how good e-commerce can work. Example “Short tail, Long tail”. One can make money with small cattle, instead of on cows only on dung. Yes, the authors say, and with the Walmart-Rhapsody comparison, a nice example and show the influence e-commerce has.
In their book, Graf and Schneider provide a well-thought-out insight into the fields of procurement, product presentation, marketing, sales, purchase processing, logistics and customer service. And they do not save on comprehensible practical examples, which can serve as a stimulus for every reader, or explain and explain some functions in online shops.
Even more practical examples, 25 in number, are examined by the authors in the book “Case Studies”; from A to Z. They are the most interesting online shops / dealers represented, the German trade has to offer. The shops are presented on the basis of business figures and in a short portrait. On the subject of trade positioning, there is a spinning chart, which thanks to the constant positioning at the lower left-hand edge makes a quick comparison of individual shops and disciplines possible. A little briefly and very subjectively, the respective evaluation and perspective from the point of view of the authors. But – it’s a personal opinion – that gives the reader a different perspective and position that encourages him to think.
Practice questions for developing successful eCommerce Business
The book “Praxisfragen” is devoted to this. Those who should be approached by online retailers urgently before the first sale. And the same, e-commerce professionals should ask themselves to question their own business model. So you can quickly find out if you really belong to the professionals. Naturally this chapter is rather superficial, many answers to practical questions could also be summarized in a whole book. The authors do not want the (submission). It is more a matter of putting the important questions in mind: which shop system? Benchmarks? Strategy? And last but not least its own positioning.
Many questions are asked correctly. Interesting also the (unanswered) question of the right CRM and the conclusion that shops systems should not be abused as a PIM (Product Information Management System).
I am deeply …