Section
E-commerce
Online retail in practice: store technology, performance, marketing and the trends that actually move revenue.
Shopify, Shopware & co.: platform decisions, migration and performance – technology that sells.
The Shopify Guide: From Decision to Scale
The big Shopify fundamentals guide: who Shopify is right for, which plan fits, how to nail the setup and what really matters on the way to scale – including apps, performance and AI readiness.
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.
Shopify in 2026: The Updates That Matter From Both Editions
Shopify Editions 2026 in full: Universal Commerce Protocol, agentic storefronts, Sidekick as an operator, checkout extensions on every plan, native A/B testing, the B2B expansion and the Scripts shutdown – what sellers should know and do now.
Ads, tracking and measurement: growth that has to prove itself in contribution margin.
Meta Ads for D2C: The Guide to Profitable Paid Social
Meta Ads after the Andromeda update: why creative is the new targeting and what the profitable D2C setup looks like in 2026 – Advantage+, broad targeting, creative volume, placements and measurement beyond ROAS.
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.
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.
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.
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.
TikTok Shop: What the Discovery Marketplace Can Really Do
TikTok Shop reality check: how discovery commerce works, which product ranges the channel rewards, what commission and creator fees really cost – and where the risks are.
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.
Visibility in the results list and in AI answers: technical foundations, content, structured data and generative engine optimization.
State of the Art SEO: What Actually Matters in 2026
SEO in 2026 between results list and answer engine: foundations, content, structured data and GEO – split into established, plausible and merely claimed.
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.
Search Console Now Shows AI Answers – but No Clicks
Since June 2026, Search Console reports impressions inside AI Overviews and AI Mode – without click data. What the report can do, what it cannot, and how to read it without fooling yourself. As of August 2026.
The big picture: business models, decisions and lessons that go beyond individual channels.
Germany's Withdrawal Button Is Mandatory – and Many Stores Don't Have It
Since 19 June 2026, virtually every B2C online store selling into Germany needs a digital withdrawal function (§ 356a BGB). What the button must do, where implementations fail and how it looks in Shopify and Shopware. As of August 2026. Not legal advice.
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.