• A B2B online shop allows you to address B and C clients. Your sales team can focus on especially lucrative customers.
• An online shop offers more service and information. Products can be bought day and night and also directly from the location with the help of mobile commerce. 

• A B2B online shop can facilitate the first steps into the international market

Considering that every B2B customer is also a B2C customer in their private lives, who might even prefer to buy from Amazon and co, e-commerce should be be a given.

In the complex B2B sector, this extensive process of transformation does not happen overnight. Prepared companies which have built up e-commerce competencies will profit. 

KPIs for Your Company: Individually Defined and Targeted

Every company is unique – depending on the industry and depending on whether it is B2B or B2C, success can be defined completely differently. What they all have in common, however, is that it must be possible to measure the degree to which objectives have been achieved. The right KPI strategy is essential in this regard.

E-Commerce KPIs Neatly Explained

In this white paper, we present 14 of the most important e-commerce KPIs and elaborate on how they are compiled and evaluated. We also provide a useful overview of these KPIs in the form of a cheat sheet – an excellent basis for your KPI strategy.

KPIs for E-Commerce and Beyond

Our experts explain how not only e-commerce, but also related areas of digital business can benefit from the right KPIs. They show that product information management (PIM), user experience design (UXD) and many other disciplines contribute to e-commerce success as well.

Generative AI

Texts, images, videos: AI makes it possible to automate repetitive tasks in content creation, giving you more time and freedom to work on high-quality content.

Data Management

Data is the foundation and fuel for AI. Companies that want to harness the full potential of new technologies benefit from properly organised data. AI helps them navigate the data landscape.

Overview of Relevant Providers

The AI market is booming and start-ups as well as innovative projects are emerging everywhere. At the same time, the major providers are consolidating their positions. Find out which tools to keep an eye on.

Building up AI expertise and benefitting twice

Companies that adopt modern working methods to establish the mindset required to acquire new skills benefit in two ways. With empathetic leadership, an open feedback culture and adapted job roles, they can increase employee satisfaction and the willingness to embrace the opportunities offered by new disruptive technology.

To accompany the shift in skills responsibly, companies should:

• analyse what skills are needed.
• specify job roles in the context of AI.
• create an AI expertise profile for each job role.
• identify training measures.

Building up AI expertise

Companies that do not know where they stand cannot decide on their future direction.

Those who want to harness disruptive technology for their business growth first need a detailed concept for its implementation. Methods such as the use of objectives and key results (OKRs) help define a shared vision and make the progress towards achieving goals transparent. As part of this method, it makes sense to redefine goals for each trimester. This allows companies to respond to new requirements more flexibly and encourages employees to make their own contribution to the shared vision.

Tips for a successful start to using OKRs:

• Objectives must be formulated as specifically and precisely as possible and are ideally a source of inspiration.
• Key results should be as realistic, time-bound and measurable as possible.
• OKRs must be reviewed regularly and adjusted if necessary.

Measuring progress towards goals

Testing at an early stage ensures resilience.

Agile coding methods such as the DevOps approach make it possible for companies to respond to changing customer requirements as quickly as possible and benefit from technological innovations. However, the need to create code at an ever-increasing pace makes the whole process more prone to errors.

The more advanced DevSecOps approach integrates security measures from the end of the development cycle into all phases, thereby intensifying collaboration between development (Dev), security (Sec) and operational (Ops) teams.

Closely linking development, security and operational processes:

• helps detect security vulnerabilities early on.
• makes it easier to comply with security standards.
• lowers development costs.
• shortens time to market.
• improves code quality.

Reducing security risks

Seamless, consistent and personalised target group approach

The more companies know about the target audience for their products and services, the better they can respond to changing expectations and set themselves apart from the competition. With the help of analytics tools, companies can better understand their customers' online behaviour and implement tailored measures such as personalised landing pages, banners and product recommendations. Only brands that communicate seamlessly and consistently with their customers across all relevant channels will be remembered positively.

Companies that address their target audience individually benefit from:

• a 70% increase in brand loyalty.
• doubled conversion rates.
• up to 40% larger orders.

Increasing relevance

Combining digital disciplines and succeeding in e-business

E-commerce is far more than a functioning online shop. The increasing frequency of disruptions offers companies new opportunities to optimise digital experiences. However, this also makes it more challenging to effectively connect different solutions using a modular architecture. A dedicated digital experience platform (DXP) makes it possible to bring together existing tools and solutions and tailor all digital touchpoints contextually and according to individual needs.

A DXP offers companies the following benefits:

• Efficient data analytics
• Improved customer experience
• Higher conversion rates
• Enhanced brand image

Optimising user experience

• What are CDPs and what can they do?
• What are the core functionalities of a CDP?
• What differentiates a CDP from systems for customer engagement, business intelligence (BI) or customer relationship management?

• What opportunities and challenges come with the implementation of a CDP?
• What effect do data readiness and a company's mindset have when it comes to the implementation of a CDP?
• What criteria should be used to select a CDP provider?
• What are the strengths and weaknesses of the most important systems?

Specific retail models as a response to changing consumer demands

Societal shifts and innovative solutions are transforming consumer expectations. People are turning to their communities for product recommendations, buying second-hand clothing and opting to rent rather than own items. By expanding your business with new retail models, you can boost your revenue and ensure your long-term competitiveness.

With the right business model, you can:

• retain existing customers.
• unlock new sources of revenue.
• build profitable partnerships.
• offset potential risks.

Understanding data to build stronger customer relationships

The better you understand what your target audience needs, where they search for information and how they prefer to be addressed, the more valuable your offerings become. This principle remains unchanged for businesses.

What is changing, however, are the tools available to analyse your customers' search and purchasing behaviour.

With solutions like a customer data platform and methods such as server-side tracking, you gain insights into:

• who your target audience is.
• what they are interested in.
• how they search.
• how they make purchases.

Invest in strategies that attract customers – and retain them

Customer communication knows no boundaries. Consumers of all ages navigate across a wide range of channels – both online and offline.

Especially in challenging times, it pays off to strengthen relationships with existing customers through retention marketing.

After all, it:

• is six to seven times more expensive to acuqire a new customer than it is to retain an existing one.
• can boost revenue by up to 95% if a 5% increase in customer retention is achieved.
• is a fact that loyal customers buy more frequently than new ones and give valuable feedback for further brand development.

Additional services such as loyalty programmes and product configurators, along with personal communication through storytelling and video campaigns, create emotional connections with your brand, resulting in customers who stay loyal – even in times of crisis.

Untapped potential for product, price, placement and promotion

Intelligent solutions unlock growth potential – for businesses, industries, regions and nations. At the same time, artificial intelligence (AI) intensifies competitive pressure and raises expectations among a wide range of stakeholders.

That is why it is essential to consider early on which solutions put you in a position to meet these demands in the long term.

AI opens up new opportunities to:

• personalise your products to suit customer needs.
• tailor pricing to match customer expectations.
• improve service and relieve the burden on your teams.
• deliver marketing activities with greater precision.

Investments with positive revenue prospects

Uncertain times call for businesses to be mindful of spending. But that does not mean that you have to abandon planned investments altogether – quite the opposite. The right tools can often lead to long-term cost savings.

By accelerating workflows with targeted tools and minimising security risks through modern solutions, you can improve both efficiency and resilience.

Clarity on what is already in place

Take stock of unused solutions and licences and ensure that your teams use existing tools effectively. This creates additional capacity for essential new investments.

• What makes Germany a promising market, especially for Nordic companies?
• Who are the key players shaping the German e-commerce landscape?
• How do cultural differences impact communication and branding?

• What legal pitfalls should businesses look out for in Germany?
• How can brands ensure that their customer journey resonates locally?
• What role do online marketplaces play in a successful entry strategy?
• How can a digital agency support expansion into the German market?

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The Extended Marketing Mix Encompasses All Tools That Are Designed to Achieve Marketing Goals

How have the seven Ps of marketing changed under the influence of everywhere commerce, corporate influencers and fair pricing? And how can physical experience worlds that shape brands be transferred to the digital realm?

How Does Digitalisation Affect

• product?
• price?
• place?
• promotion?
• people?
• process?
• physical evidence?

What Method Do You Use to Build Brand Loyalty?

• Sonic branding
• Live stream shopping
• Voice commerce
• The print renaissance

Brand Loyalty Is No Longer a Question of Business Model

With the renaissance of print and audio branding, but also trends such as live stream shopping and voice commerce, companies are turning customers into loyal fans. Successful brands are brands that can be experienced – with all senses and without overwhelming users!

Become a love brand

Successful Companies Take the Fear out of Data and Make It Part of Their Organisational Culture

Before companies can use new technologies and approaches to data analysis, they must lay a crucial foundation: a company-wide data culture. This promotes collaboration across teams and drives knowledge democratisation by eliminating gatekeepers.

Working Together in a Data-Driven Way Is What Leads to the Successful Use of Tools Such As

• data fabric
• natural language processing
• customer and data management platforms
• business intelligence

Let Us Say Goodbye to Sentences Like

• »You can only get really good service in retail stores.«
• »Products are only sent to your home if you buy them online.«
• »Only geeks make contactless payments with their smartphone.«

The E in E-Commerce Is Becoming Redundant

All that used to be true, but not anymore. Customers are channel hoppers. Both the digitalisation of the stationary point of sale (POS) and the transfer of analogue services to online shops are simply expected by customers these days. However, there is more to successful hybrid retail than mobile payment in retail stores or digital shopping assistants online.

Rethink commerce

Sustainability Is the Benchmark for Success in Digital Business

More than ever, companies are faced with the challenge of becoming digital climate champions with concrete measures for industry and trade in order to secure both long-term economic benefits and the loyalty of their customers.

There Are Numerous Way to Achieve This. We Take a Look at

• sustainable business models
• green IT
• sustainable UX
• behavioural design

The Closer IT and Business Units Are Connected, the Better Companies Are Able to Respond to

unexpected crises in society as a whole, changing customer expectations or new internal requirements. Besides the provision of a modern IT infrastructure, this requires a mutual understanding of tech and business.

We Demystify Topics Such As

• cloud computing
• security by design
• containerisation
• GitOps
• service meshes

Make IT a business priority

Companies need to become sustainable or they will disappear

In 2023, it is not digital transformation that drives business success, but sustainable digital transformation – not least because the United Nations' Sustainable Development Goals (in short: SDGs) also have a significant impact on corporate finance and the capital market as a result of the EU Taxonomy Regulation.

To achieve both the SDGs and one's own economic goals, a dual transformation is necessary. Twin transformers are among the market leaders of tomorrow!

Companies that embrace sustainable digital transformation contribute in particular to the following of the UN's 19 SDGs:

• Innovation and infrastructure
• Reduced inequalities
• Responsible consumption and production
• Decent work and economic growth
• Climate action
• Affordable and clean energy
• Partnerships to achieve the goals

Cloud services and data-driven business go hand in hand

Cloud services not only provide more agility, but also ensure data transparency, which increases the productivity of business units, strengthens customer relationships and makes sustainability initiatives possible in the first place.

Data mesh is an approach that decentralises data expertise, making it easier to share insights from data on a company-wide basis and thus leading to smarter business decisions.

The implementation of a new architecture such as a data mesh

• reconciles the needs of those who generate data with the needs of those who consume it
• shifts the collection and maintenance of data to the departments where it is generated
• forms the basis for sustainable digital processes, products and services

Learn more

Tips for a sustainable digital strategy update

Today, the question of twin transformation is at the heart of corporate strategy updates to define internal sustainability goals and ensure transparency as well as compliance.

The following also applies to sustainable digital transformers: only those who keep track of their performance succeed – and continue to do so. Outcomes from the analysis of the current situation can be linked to selected topics covered by the SDGs.

Small steps, big impact

Instead of launching random sustainability initiatives, we recommend that companies focus on topics that

• can be addressed within one financial year
• quickly lead to initial results
• have a big impact

Megatrends redefine growth in e-commerce

E-commerce continues to grow and is becoming more multi-faceted in itself. However, the most important trends all equally build on the megatrends of

• sustainability
• responsibility
• participation

It is no longer just about purchasing products in a static online shop

E-commerce has long become e-commerce 2.0 – and thus a sea of possibilities. We take a look at

• twin transformation: sustainability meets digital transformation
• crisis-proof customer relationship management
• direct to consumer (D2C)
• inclusive design
• circular commerce and much more

Rethink e-commerce

Is there a one-size-fits-all solution or central platform?

New challenges call for new, multi-faceted solutions. Technical requirements are becoming more complex, customer expectations more demanding and the market more differentiated than ever. The online world is constantly evolving. The digital horizon shimmers in the most diverse facets. Successful companies use this wide variety to set themselves apart from the competition.

We carefully examine current tech and system trends such as

• composable commerce
• the MACH principle
• decentralisation via distributed ledger technologies (DLT) and peer-to-peer (P2P) networks
• design systems

Only a strong team makes a strong brand

The market for qualified employees is extremely competitive. In spring 2022, almost half the companies in Germany saw the shortage of skilled labour as an obstacle to their business activities – and this percentage is rising.

But what tips the scales in favour of a company when it comes to skilled workers? We have observed the following: companies benefit from diverse perspectives and special skills if opportunities are created for colleagues to further develop themselves.

That is why this chapter covers topics such as

• empowered leadership
• flexible working models
• sustainable corporate culture
• diversity management and equal opportunities

Build a strong team