E-commerce is becoming increasingly important for companies across various sectors and industries. However, the attempts of many traditional companies to capitalize on the opportunities for sales growth are not always successful. Gregor Mark Schmeken presents a comprehensive study on strategic orientation, design, and the impact of e-commerce success. Based on a cross-industry empirical investigation of over 200 German-speaking companies, he analyzes successful strategic orientation patterns. In addition to classic approaches, he also examines hybrid approaches such as integrated cost and performance leadership. Furthermore, he highlights relevant success factors for e-commerce design.