eBook: Digital Marketplaces (in German)

They should be read in order. However, if you have a great deal of expertise in certain areas, they can also skip the respective chapters when reading. At the end of the eBook you will find references. They have contributed to the content of this book. If you would like to understand individual theses in more detail, you can look them up in the relevant specialist literature. Also for a more in-depth study of sub-areas of the topic, the listed publications provide you with useful references for further reading.

The first section of the book will cover the basics of the topic. This section will explain what digital marketplaces are in the first place and how they have developed in recent years. To do this, we will first explain the characteristics of these digital platforms for selling. Then we will look at the sellers who are active on these platforms. Who can sell there and who profits from it? These and many other questions have surely been on their minds for some time. You may be wondering whether digital marketplaces are taking over from retail. The first major section of the book will also deal with this question in detail. Another subject area will then be digital pricing. Virtual marketplaces and digital tools are opening up new opportunities for action. It’s not just customers looking for a bargain who benefit from these. Technology can also offer advantages to retailers. For example, it enables the use of sustainable pricing strategies. You can find out how artificial intelligence can support you in digital marketplaces in the first section.

The second major section of the book is dedicated to buyer and consumer behavior. Here you will get an introduction about the change of consumer behavior in the Digital Age. This change cannot be described in a one-sided way. It brings ambivalences with it. On the one hand, customers want to receive their goods quickly and without much effort; on the other hand, personal advice and the quality of the product are also valued, especially for expensive purchases. On the one hand, virtual sales replace direct contact between the salesperson and the customer; on the other hand, in the digital age, you move much closer to your customers. Through the exchange of countless data, target groups can be determined more precisely. It may even be possible to make predictions about their future buying behavior. As you can see, purchasing is changing dramatically in the age of digitalization. However, anyone who takes a closer look at these changes does not have to see them as a threat to retail. In fact, retailers can make good use of these changes – if they embrace smart technology and the new ways of selling.

The next section of the eBook deals with these positive opportunities resulting from the changes. It describes the change in retail. For this on the one hand the use possibility of digital market places and on-line Shops is described. The book then goes on to discuss practical examples in which retail sales and virtual sales are cleverly combined. As you will discover, this is precisely what can be attractive to potential customers. With the right technology, you can not only win them over as buyers worldwide on the Internet. You can also offer your retail customers a completely new shopping experience. In recent years, countless new ideas have emerged in this area. In Germany, sales here are only at the beginning of development. The American market and Asian countries are already much further ahead here. If you get inspired now and take advantage of the new opportunities, you can gain tangible advantages over competing companies.

The final section of the book then looks in detail at the relationship between retailers and customers. In the context of digitalization and new technology, this has changed massively – and it will continue to change in the coming years. If you classify this relationship correctly and know more about it, you can seize the opportunity. Even in the digital age, commerce is not a one-way thing. Rather, it can be described as a trading relationship between the supplier and the customer. Many examples of successful companies show that it is precisely those businesses that grasp this fact that succeed. Even in today’s world, you can and should seek a good relationship with your customer. Intelligent technology provides you with tools that allow you to take a close look at this relationship. As a result, you have much better opportunities today to establish a brand in the market or to gain a solid base of regular customers. Digital marketplaces also give you the opportunity to do this. For example, trends can be identified much earlier on these marketplaces. You should definitely take advantage of this opportunity.

At the end of the book you will find a conclusion. This recapitulates the most important points from this eBook. In this way, it ensures that these points are well remembered. In addition, this section throws a small outlook on possible developments that could arise in the next few years in the field of digital marketplaces. After the conclusion, you will find references with the mentioned technical literature.

Table of Contents:

• Digital marketplaces as a new platform for sales
• Advantages of selling online on the platforms
• Who sells on digital marketplaces?
• Are digital marketplaces outpacing brick-and-mortar retail?
• New forms of digital pricing
• Artificial intelligence as a support in sales
• Change in consumer behavior in the digital age
• What customers want from sales
• Disadvantages of online sales
• Digitalization and the transparent customer
• Change in retail – Digital marketplaces have an impact beyond the internet
• Digital disruption in sales
• When shopping becomes an experience
• The relationship between retailers and customers
• Analyzing consumer behavior and getting to know customers
• Digital marketing is the foundation of successful selling
• Identify trends early and target them
• Recommendations as social capital – the gold standard in sales
• How digital marketplaces are changing work
• Conclusion
• Literature and source references

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