The specific features with electronic trade of the distribution in the marketing mix compared with the traditional distribution canals are the huge flexibility on the supply side, as well as a considerable reduction of the transaction costs with business partners. Travel costs or phone costs are lowered, for example, also in the customer acquisition and achievement presentation. The spatial distances are still to be overcome with physical achievements and require suitable logistics capacities.
The concept On-line shop is, on this occasion, the Germanized English name for the goods distribution by the Internet presence of a trader. Other names for the organizational conversion are a web shop and E shop (for electronics shop) or seldom verdeutscht E store.
Here on account of the meanwhile extremely high market penetration of Internet connections in Germany, just also under private households, the e-commerce has asserted itself in the C2C and B2C market first about on-line auction platforms. Above all in the B2C market on-line traders concentrate increasingly upon the use of different prize comparison main entrances and product searching machines. The strong Frequentierung of these platforms offers a very favorable alternative to the classical searching machine marketing to increase the name recognition of the present on-line traders. Institutional business partners in the B2B market unwind advertising and commercial preparations also more and more often via Internet and some large-scale enterprises already admit no more suppliers who omit from this.