E‑Commerce is no longer just an exten­sion to pre­vi­ous sales chan­nels, but the chan­nel with the high­est turnover of the most impor­tant sec­tors. The way how we buy prod­ucts has dra­mat­i­cal­ly changed in the last two decades, and e‑commerce is mak­ing up lee­way and will con­tin­ue to be an impor­tant part of eco­nom­ic and social life in the future. Increas­ing­ly, cus­tomers choose to buy online and to take advan­tage of e‑commerce: loca­tion- and time-inde­pen­dent, as well as easy-of-pie-com­par­i­son between prod­ucts and ser­vices based on a huge com­pe­ti­tion. Com­pared to retail, e‑commerce is much cheap­er, more flex­i­ble, more inno­v­a­tive and more dynam­ic. This dig­i­tized chan­nel is not only rel­e­vant to sup­ply con­sumers and busi­ness­es with goods and ser­vices but helps to under­stand bet­ter cus­tomers’ prob­lems and needs and to pro­vide an appro­pri­ate solution.

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