Section
E-commerce
Online retail in practice: store technology, performance, marketing and the trends that actually move revenue.
Shop systems
Shopware, Shopify & co.: platform decisions that hold up for years – and performance that sells.
Shopware vs Shopify: The Old Question, Recalculated
Shopware vs Shopify in 2026, recalculated: how AI-assisted development shifts the cost equation – with a worked example, a table and a decision guide.
Page Performance: The Double Lever for SEO and Conversion
Page performance in e-commerce: how Core Web Vitals move rankings and conversion rate – and where to start first with images, JS and rendering.
Headless & Composable Commerce: When the Freedom Pays Off
Headless commerce pros and cons: what the freedom really costs, monolith vs composable compared – and a clear decision path for choosing between them.
Store Migration Without an SEO Crash: The Replatforming Playbook
Store migration without an SEO crash: URL mapping, redirect discipline and a structured eight-step cutover plan – the checklist for replatforming.
Performance marketing
Ads, tracking and measurement: growth that has to prove itself in contribution margin.
First-Party Data & Server-Side Tracking: Reclaiming Measurability
Ad blockers and tracking prevention punch holes in marketing measurement. Why first-party data and server-side tracking are becoming mandatory.
Retail Media: Your Store Becomes Ad Space
Retail media for your own store: how retailers earn extra margin by selling ad space to other brands – formats, a worked example and how to start.
Google Shopping & Performance Max: The Feed Decides
Optimise your Google Shopping feed for Performance Max: title structure, attributes and margin-based bid control – your product feed decides visibility.
Email & CRM: The Most Profitable Channel Everyone Neglects
Building email marketing in e-commerce pays off: no auction costs, your own audience. The four key automations and the right success metric.
Brand marketing
Brand as a growth lever: positioning, recognisability and retention beyond paid ads.
Brand vs. Performance: The Wrong Battle
Brand lowers the cost of every single ad. How brand and performance work together, how to measure brand impact – and when which budget wins out.
From Store to Brand: What Makes You Uncopiable
Building a brand in e-commerce: how a store becomes a brand – positioning, brand codes and owned audience, with a step-by-step guide to get there.
Reviews & Social Proof: Trust as a Conversion Lever
How to systematically build genuine reviews, handle criticism with confidence, and stay within the legal guardrails for social proof in your store.
AI in commerce
LLM visibility, shopping agents and AI tools in day-to-day store operations – what already works today.
LLM Optimisation: How Your Store Shows Up in AI Answers
LLM optimisation for stores: how to get cited in ChatGPT, Claude and Perplexity – the key levers, common mistakes, and how to measure GEO visibility.
Agent-Ready Commerce: When AI Agents Are Your Customers
AI agents increasingly shop on their own. Here's how to make your store agent-ready: structured data, open checkouts and interfaces for machines.
AI Product Copy at Scale: Why Quality Is a Data Problem
Creating AI product descriptions without ending up with duplicate content: why scaled copy is a data problem – the four-step workflow that fixes it.
Logistics & automation
Warehousing, fulfilment and automation: the operations side where margins are won.
Warehouse Automation: When AutoStore & Co Actually Pay Off
Warehouse robots have gone from corporate luxury to a viable mid-market option: system classes compared, a cost-benefit calculation and common mistakes.
Fulfilment: In-House or Outsourced?
Own warehouse or outsourced provider? An honest cost calculation, the hidden line items on both sides – and a decision matrix by growth phase.
Returns Management: From Cost Block to Control Lever
Reducing e-commerce returns: prevention, process and pricing as three levers, plus a worked example and the metric to check every single week.
Marketplaces
Amazon, OTTO, Zalando & co.: marketplaces as a channel portfolio – opportunities, fees, dependencies.
Marketplace Strategy: Amazon, OTTO & Zalando as a Portfolio
Marketplace strategy for Amazon, OTTO and Zalando: comparing channel characters, a per-SKU margin calculation, and managing dependency in your portfolio.
Own Store vs. Marketplace: The Contribution-Margin Calculation
In your store you pay per customer, on a marketplace per transaction: the maths between CAC and take rate – and why the answer is rarely either/or.
Amazon Listing Optimisation: Ranking Is Purchase Probability
Optimise your Amazon listing for better ranking: how relevance and performance interact – title, bullets, main image, price and reviews as levers.
Strategy & fundamentals
The big picture: business models, decisions and lessons that go beyond individual channels.
Re-Commerce: Secondhand Becomes a Growth Channel
Re-commerce as a growth channel: three entry points for retailers, a worked example on monetising returns, and the most common secondhand mistakes.
Why E-Commerce Startups Really Fail – An Insider's View
Why e-commerce startups really fail: four silent killers, a diagnostic check and an early-warning system – an insider's view from twelve years as CEO.
Unit Economics in E-Commerce: The 5 Numbers That Matter
Calculating e-commerce unit economics: CM1, CM2, CM3, CAC and LTV explained with a worked example – plus a comparison table and diagnostic patterns.