What is E-Commerce?

The word e-commerce is so familiar to all of us that surely many people are asking whether a more detailed explanation is necessary at all? Definitely, because the term has become more complex in the past years. The original meaning, which stems from the term electronic commerce, no longer does justice to the size of the e-commerce market. It has long been possible to subsume aspects such as customer service and online payment or online marketing activities such as SEO, SEA, SEM and affiliate marketing. In addition, e-commerce is divided into B2B and B2C. No distinction is made between mobile and desktop.

Why does e-commerce need PR?

E-commerce is a very competitive market. Especially in direct comparison to big players like Amazon, Zalando or Ebay, smaller online shops are having a difficult time. PR helps e-commerce companies to build visibility and awareness. Content is needed to be found by internet search engines. The first steps towards visibility for e-commerce companies are a well-maintained online shop and well-filled product pages. But this is not the end of the story. Further editorial content is absolutely necessary for one of the top places in the Google ranking. Blog articles, an online magazine, wikis and glossaries or a newsroom – these are just a few of the communication and dialogue media that online PR companies provide. In addition, the publication of press releases on the internet benefits the SEO strategy.

The top 5 e-commerce companies from Germany

Otto, Zalando,, Media-Markt, Lidl and Bon Prix (Statista, 2018) – these are the flagships of the German online trade. In addition, the local e-commerce market has produced a number of other interesting companies offering shop software and technology-based solutions.

E-Commerce solutions for online shops from Germany


Founded 25 years ago in Jena, Germany, Intershop Communications AG is a pioneer among e-commerce solutions in Germany. Webshop operators can outsource all e-commerce processes via Intershop. The commerce experts from Thuringia also provide consulting services. According to their own statements, large companies such as Hewlett-Packard and Deutsche Telekom use Intershop’s technology solution.


Oxid eSales offers shop software for B2B as well as for B2C dealers and retailers. A glance at the website of the Freiburg-based company shows that it sees itself not only as a technology provider, but also as a platform: Oxid provides interested parties with its own studies, blog articles, event tips as well as online training courses and webinars.


The Essen-based IT company Q.One has developed a universal shopping basket, the CloudBasket. Shop operators who integrate the CloudBasket enable their users to shop in many different web shops with a single login. An intelligent algorithm handles the registration and checkout process in the individual shops. The aim is to make online shopping even easier and thus to minimize the probability of a purchase being cancelled.


Already in 2003 the founders of Shopware developed a modular online shop system. The portfolio ranges from a free community version to a complete solution including support for major brands. Shopware also picks up on the platform idea and positions itself as an open community that lives from the exchange between each other.


The SaaS solution Plentymarkets is a merchandise management system and shop system in one. The ERP platform enables its customers to intermesh their online shop with their stationary retailer. More than 40 online stores can be equipped with the multi-channel technology. Plentymarkets displays all the data required for inventories, pricing or payments.

The 5 most important events and platforms for e-commerce


The Internet World Expo sees itself as an international platform for the digitization of trade. Visitors can expect an extensive information offering on the topics of e-commerce and e-commerce services, omnichannel, online marketing as well as personalization, SEA & SEO, payment, logistics and fulfillment. In the so-called Trendarena and four other Infoarenas, commerce experts will share their insights and show solution strategies for current challenges in the retail sector.


“Where is digital transformation taking us?” – The digital retail industry has been exploring this question for more than nine years now at the K5 Future Retail Conference. By now, the conference should be a must-attend event for everyone involved in online retailing. It has grown strongly in recent years and has established itself as the leading event for e-commerce in the DACH region. Networking is right at the top of the agenda at K5. In formats such as the K5 Connect Party, the K5 Fun Corner, a Speed Networking or the Connect Brunch, participants have the opportunity to exchange ideas and make new contacts.


The Net&Work e-commerce trade fair focuses on four different themes: shop systems & tools, marketplaces & payment, logistics & internationalisation as well as online marketing. Within each of these topic areas, specialist workshops are held in which service providers present themselves and their products to retailers. Among the 1,400 visitors to this year’s trade fair was Frau Wenk. Cara Hönkhaus, Junior Consultant at Frau Wenk, reports on the Frau Wenk Blog on how she experienced the trade fair at the eccentric location The Squaire Conference Center in Frankfurt (in German only).


The organizers of the Digital Sales Summit want to provide visitors with practical knowledge. In each lecture, learnings from e-commerce success stories and expert insights will be shared. The special feature of the event is the extravagant location. The Digital Sales Summit will take place at the Astor Grand Cinema, Germany’s largest premium cinema. Cosy leather armchairs invite you to listen to the presentations of the speakers in a relaxed atmosphere.


A must not only for Cologne residents: online retailers, manufacturers, industry insiders and all those interested in the latest trends in e-commerce are right at the one-day trade fair for online trading. And the event has established itself in the industry: this year the E-Commerce Day celebrates its 10th anniversary. The setting is also special. The E-Commerce Day will take place in Cologne’s Rhein-Energie-Stadion, where the 1. FC Köln plays its games, sometimes more and sometimes less successfully.




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