E-Commerce für stationäre Unternehmen. Ein Überblick über Chancen und Risiken: Am Beispiel von Zalando SE
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Akademische Arbeit aus dem Jahr 2020 im Fachbereich BWL - Handel und Distribution, Note: 1,7, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule (business administration), Veranstaltung: Handelsmarketing, Sprache: Deutsch, Abstract: Amazon und Zalando sind bekannte Beispiele für die digitalen "Pacemaker", welche oft den Umsatz kleinerer Unternehmen durch ihre starke Marktpräsenz untermauern. Das europäische Unternehmen "Spotify" belegt unter diesen den 15. Platz laut der Wall Street Journal-Liste der "Unicorns". Bereits hier wird deutlich, dass europäische Unternehmen in dieser Hinsicht deutlich im Rückstand sind. Durch die digitale Transformation, künstliche Intelligenz, sowie die Quantität an Möglichkeiten zur Datenanalyse, stehen Unternehmen besonders im Onlinehandel gro e Chancen bevor. Durch die jahrelange Arbeit im stationären Handel, sehen es viele Unternehmen als schwierig an, die Vorteile des E-Commerce für sich zu nutzen. " Laut den Erhebungen des Handelsverbands Deutschland hat sich der Online-Umsatz im Business-to-Consumer Segment in den letzten Jahren in Deutschland verzehnfacht. Zunächst wird in der folgenden Arbeit der Begriff "E-Commerce" erläutert. Anschlie end werden statistische Werte des Online-Handels gegenübergestellt. Die positiven Faktoren, sowie auch die negativen Faktoren, die mit der Einführung des E-Commerce einhergehen, werden folgend erläutert und gegenübergestellt. Die Beantwortung der Forschungsfragen: "Welche Chancen und Risiken entstehen mit dem Einsatz von E-Commerce?", sowie "Wie kann man die gewonnenen Erkenntnisse auf Zalando SE anwenden?" stehen im Fokus und mit dieser wird dem Leser der einhergehende Wandel im stationären und Online-Handel nähergebracht. Das Fazit schlie t die folgende Arbeit ab
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