With the job title “e-commerce manager”, you will find more and more job postings advertising a wide range of activities in e-commerce companies. In order to correctly assess the opportunities of this job in e-commerce, you will find an overview of the fields of activity and requirements for e-commerce managers here. Are you interested in …
Since October 28th 2020, website publishers and professionals of marketing have a new tool to analyze the statistics of a website. The date is when Microsoft launched Clarity, a platform that registers the behaviour of users on the website, such as interactions, engagements and sessions. It offers a good complement to Google Analytics with the …
What are the aspects to be considered for the analysis of e-commerce? As part of her master in Digital Management at Fresenius University of Applied Sciences, the student and intern at E-Commerce Institute, Natália Manczyk, did an in-depth analysis of the German e-commerce Steel Vintage Bikes. Together with the student Fabian Wanner, she analysed the …
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How has online retail changed as a result of the Corona crisis and what long-term consequences could arise? Which trends are independent, but also dependent on them, in e-commerce now and in the future? What influence do digitization and automation have on e-commerce and what skills and requirements are relevant for future career starters in …
Nearly every online store operator strives to optimize its conversion rate and checkout process. But is the “pre-sale-optimization approach” really the best approach for more sales and profit? In this guest article by Daniel Engelhardt, Co-Founder of keepist.de, you will learn how reward and loyalty programs with your existing customers can not only increase your …
Key performance indicators (KPI) help to manage e-commerce and online shops by quantifying strategic and operational target values. This article presents the most important e-commerce KPIs and explains how e-commerce is managed using KPIs. Do you need support with the creation or further development of a key figure model for your online shop? Then use …
The calculation of the Customer Lifetime Value (CLTV) is worthwhile because this indicator has a high potential for success. It is therefore also worthwhile to put the CLTV calculation at the centre of e-commerce management. In this article, I show how to calculate customer lifetime value, how the database is determined and which management potentials …
Continuous growth, but also competition and high dynamics shape e-commerce. Up-to-date knowledge is more important than ever so that you and your company become part of e-commerce success. The workshop of the E-Commerce Institute offers a completely new approach. Less off-the-shelf catalogue knowledge than a program that sets a flywheel in motion for growth and …
Introduction Digital transformation has already taken hold of many industries, including the optical sector. One company that has disruptively changed the market for glasses and vision aids is Mister Spex. Marei Stanetschek, Eliza Karolys and Laura Olesiak conducted an online store analysis of Mr. Spex as part of their media and communication management studies at …
In addition to unique selling propositions in assortment and fulfilment as well as the brand, the e-commerce software is decisive for e-commerce success. This article presents the essential components of e-commerce software and discusses requirements. What is e-commerce software The term e-commerce software is used here to refer to a number of software solutions that …
Returns management is of crucial importance in online retailing. Only when returns are minimized and handled efficiently can online retailing achieve sustainable success. However, an excessive number of returns is still a major problem for many online retailers. The solution lies in proactive returns management, as this article shows. There are two strategies that make sense …
Calculating the contribution margin is one of the most important business performance calculations and thus an indicator of the profitability of a business. In this article, you will first find a compact overview of the basics of contribution margin accounting. Afterwards, I will present a variant that you can use to calculate the contribution margin …
E-commerce success factors are motors for growth and profitability for every e-commerce company. Used correctly, they can set a flywheel in motion for greater success in e-commerce. With the e-commerce code, the E-Commerce Institute has placed four central success factors at the center of its work, which contribute significantly to the expansion of the leadership …
Calculating customer lifetime value (CLTV) is worthwhile because this indicator has a high potential for success. It is therefore also worthwhile to place CLTV at the center of e-commerce controlling. In this article, I show how customer lifetime value is calculated, how the Data basis is determined, and which control potentials arise with customer lifetime …
The conversion rate is one of the key indicators in e-commerce. You can calculate the conversion rate correctly by observing important distinctions and special features, which are presented in this article. First, the data required to calculate the conversion rate is named and discussed. Then, some empirical empirical results on the conversion rate are presented. …
A marketing concept is an important basis for the successful marketing of your products. This is especially true for marketing on the Internet, so that a suitable online marketing concept is becoming increasingly important. This concept summarizes all the essential information about the online marketing of a company and puts the relevant factors in a …