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The new online trade

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 12th edition describes which new approaches will shape the future of online trading and which developments will tend to remain long-term topics. While e.g. app and smartphone commerce including mobile payment are still long-running, the environmental issue is coming to the online trade with a concentrated load. This means that people's growing need for more sustainability and consideration for the environment has now also arrived in e-commerce. This is why the plant is dedicated to sustainable e-commerce as part of online logistics, which runs counter to the new trend towards quick commerce. The topics of climate neutrality and returns management are also increasingly coming into focus. In addition, current topics, such as the marketplace topic and social commerce, are deepened. Furthermore, numerous new legal requirements are taken into account, which are making marketplace operators in particular more responsible.

The content

• Meta-targeting and business ideas in online trading

• Business model of online trading

• Forms of online commerce

• 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 Distance Retailing Internet Retailing Multichannel Retailing Online Retailer Online Retailing Channel Excellence Web Excellence Risk Benefit in Online Retailing Digital Commerce Digitization in Retail Audience Targeting Digital Branding Performance Marketing ExO Organization Frictionless Business Sustainability e-Commerce and e-Business Returns Management of Sustainable E-Commerce

Authors and affiliations

  1. 1.eWeb Research Center Niederrhein University of Applied SciencesMönchengladbachGermany

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 numerous specialist books on the future of retail, digitization, e-commerce, and 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: //
  • Copyright InformationSpringer Fachmedien Wiesbaden GmbH, part of Springer Nature2021
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-658-32313-4
  • eBook ISBN978-3-658-32314-1
  • Edition Number12
  • Number of PagesXXIV, 480
  • Number of Illustrations127 b / w illustrations, 11 illustrations in color
  • TopicsTrade
    IT in business
    Sales / Distribution
  • Buy this book on publisher's site