E-commerce is currently undergoing a paradigm shift. While in the past the focus was on the question of how the dealer brought a sufficient number to his products, the question now is how the dealer places his products where most customers visit. The questions of what criteria online shoppers use to organize their vendor selection and what roles are assumed by the range of goods, brand reputation/credibility and price in this process are also interesting.
One consequence of this change is that the number of channels through which products can be searched and purchased is steadily increasing. New marketplaces with new (technical) features and the entire subject of social commerce set the agenda. The growing importance of social commerce in recent months also shows that the ability to market the product to the customer is just as important as bringing the customer to the product.

A present study confirms the following:

Today, major marketplaces are of great importance to the majority of online shoppers with respect to searching for information and subsequently purchasing products. The fundamental principle of the dealer operating where the customers are continues to be true for stationary retail as well as for all e-commerce activities.

A well-designed online presence and a high SEO/SEM budget are no longer sufficient. Correct placement in the right marketplaces is vital. Such measures are of great importance, especially for unknown retailers and small specialty mail-order companies.

Price and product search engines and consumer portals are important sales platforms and constitute another lucrative channel for retailers.

The absolute transparency of the processes is not only customer friendly, but can turn new customers into important and long-running repeat buyers.

The following is clearly visible:

Consumers receive purchase incentives through an incredible amount of channels. The keyword is multi-channel sales. Shop owners must realize that e-commerce strategies have changed. The right points of intersection with large markets will later generate revenue. Moreover, the decision maker has to ask himself a fundamental question regarding budget distribution. SEO/SEM is important, but to reappear on the right pages is just as important. Optimal market positioning and good SEO/SEM practices are interdependent and must be strategically planned by each decision maker.