As part of this text, the success factors in eCommerce according to the models of e-business experts Prof. Dr. Gerrit Heinemann from the University Lower Rhine explained. Heinemann derives eight key success factors from his model, which he calls the 8S success factors of eCommerce.

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8S success factors according to Heinemann in detail

With the help of several years of analyzes of consulting projects, business and experience reports and publications which directly or indirectly related to eCommerce, Heinemann summarized his results in these success factors.

If you look at the 8S success factors from Heinemann shown in the table in connection with the Amazon Marketplace, you can again see that five of them are already from Amazon Concept guaranteed.

The benefits of Amazon

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Without a doubt, the Amazon shop offers its customers a unique appeal with a distinctive value proposition. In addition, numerous Amazon communities already exist.

Recently Amazon is even in social networks such as Facebook active. A more comfortable self-service service like the one Amazon offers takes a long time to look for in eCommerce.

Search algorithm and supply chain

The search algorithm supported by Amazon A9 offers unprecedented performance. Also in terms of security standards and security reputation, Amazon is within the Industry leading.

For excellence in System– and the supply chain has received multiple awards from Amazon. This also represents a core competence of the largest German eCommerce provider.

The biggest success factor is Amazon itself

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If you take a closer look at Heinemann's 8S success factors, you can see that the marketplace retailer already has a high potential for success solely through the use of the Amazon Marketplace sales channel.

If this ensures that the other three success factors are guaranteed, then there is not much left in a high probability of success for the founder of a business ways.

 Important: A good sourcing concept

The task of the retailer is primarily to look after an excellent sourcing concept, as possible purchasing shortcomings can hardly be absorbed by the remaining value chain.

At this point it is indispensable for the dealer to have good, fail-safe sources of supply. In addition, the retailer should try to customize the customer approach.

The use of CRM systems

For this purpose, the use of a specially designed for Online-Dealer optimized CRM system. In order not to become completely dependent on the Amazon Marketplace, it is advisable to run it in parallel with the Business establish their own sales source with Amazon.

This is the only way to achieve a brand image based on Wirtz's strategic success factors in the medium and long term. This build an independent Brand in the eCommerce area is certainly a lengthy and complex process, which is associated with not inconsiderable costs.

However, it is advisable to invest part of the cash flow, which can be generated in a relatively short time with the Amazon Marketplace, in building your own brand invest, provided a sustainable Commitment is desired on the market.

8S success factorDescription
Shop-Attraction and Selling-PrepositionUnique attractiveness of the e-shop and a clearly profiled performance promise
Social-Targeting and SocietingExtensive use of communities and social networks
Service and search solutionsExcellent and fast self-service, service, and search solutions
Singular-focused-Customization and PersonalizationMaximum possible individualization and personalization of the customer approach
System and Supply Chain ExcellenceSystem and supply chain excellence
Security standards and reputationBest possible security standards and reputation
Supplement- and Support-Channel-StrategyComplement the online lead channel with supporting sales and communication channels
Sourcing Concept and Strategic AlliancesSourcing concept and strategic alliance partnerships

Heinemann “killer” differentiation factors

Heinemann looks for the Future klare Differentiation of the online shop business model as necessary in order to be able to form polarizing consumer behavior. As can be seen in the figure below, Heinemann distinguishes between four different strategic orientations, “killer” product, “killer” price, “killer” service and “killer” feature.

So Heinemann comes to the conclusion that an online retailer has to use at least one “killer” differentiation factor in full in order to be able to sell at all successfully to be able to be However, particularly successful online retailers pursue as many of the “killer” differentiating factors as possible.

The 4 “Killer” Success Factors

  1. “Killer” product: Under “Killer” product the range of the online retailer. It is crucial here to offer the customer an attractive offer (“killer” category) which on the one hand fits the brand statement of the shop and on the other hand is offered at an attractive price-performance ratio. “Killer” products impress with their high level of enthusiasm among customers, are suitable for “viral” marketing ”and often lead to intensive word-of-mouth propaganda.
  2. Killer Prize: The same applies to the differentiation factor “killer” price, which must always stand up to the comparison with competitors within the transparent eCommerce area.
  3. “Killer” feature: A “killer” feature is the property that the user of an Internet channel receives added value, which, however, can be very different in its form. These added values ​​range from an interactive platform on which customers and suppliers can exchange ideas to the solution of a programmatic problem.
  4. “Killer” service: Heinemann understands “killer” services on the one hand as excellent self-service functionalities, in which, for example, a portal is made available to the customer so that he can track his orders or initiate the process of reverse processing independently. This also includes factors such as speed, usability (usability), as well as a complaint and return processing.

How does Amazon support its dealers?

The Amazon Marketplace supports the online retailer in the differentiation factors “killer” feature and “killer” service by offering the end customer all the functionalities under a general account through the familiar Amazon web interface. This makes the transaction a lot easier for the end customer.

With regard to the service, Amazon also offers a variety of self-service functionalities that are also offered for the marketplace. For the differentiation factors "killer" product and "killer" price, Amazon provides the necessary resources to present the range; However, to what extent the latter differentiating factors entrepreneur used for the positive is solely up to the latter.


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