Was damals der Versandkatalog war, ist heutzutage der Online-Shop. Etablierte Fashion Brands wie H&M und Zara generierten 2016 zusammen mit Online-Modeunternehmen wie Asos und Zalando 11,1 Mrd. Euro Umsatz. Das sind rund 25 Prozent des gesamten Online-Umsatzes in Deutschland – Tendenz steigend. Doch was steckt hinter dem Erfolgskonzept der Online-Shops und worauf ist bei deren Aufbau zu achten? Michael Holste, Geschäftsführer der Proxation GmbH in München, über Mobile-Commerce, umsatzsteigernde Maßnahmen und die Zukunft des Online-Handels.
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