E-commerce has written a success story that no market participant can ignore any longer. Google, Apple, Facebook, and Amazon, as well as specialized niche providers, are revolutionizing the industry almost daily. Innovative marketing forms, sales channels, and technical solutions present significant challenges, but they also open up great opportunities for trade and industry. The E-commerce book, now a standard work in the industry, is available in a completely revised and updated third edition. As a special anniversary edition, the book is presented in paperback. It provides professionals and beginners with foundational knowledge across all retail sectors, a comprehensive market overview (including an in-depth analysis of the Chinese market), and features successful strategic approaches from industry leaders, along with 50 current case studies with key facts and evaluations. Numerous illustrations, case examples, and insider tips complete the presentation.