Online Retailing in Transition – Revolution, not Evolution

  • Gerrit Heinemann
  • Christoph Schwarzl


Online retail today is taking place at a higher level of evolution than in the initial years of e commerce. This is especially evident through the voluntary and active inclusion of customers in the sales process in the form of feedback, friend recommendations and public product ratings, as well as the cultivation of social communities and social interactions on the Internet.


Online Shop Online Retail Digital Native Online Channel Retail Business 
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Copyright information

© Gabler | GWV Fachverlage GmbH 2010

Authors and Affiliations

  • Gerrit Heinemann
    • 1
  • Christoph Schwarzl
  1. 1.Niederrhein University of Applied SciencesMönchengladbachGermany

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