Most Internet users are familiar with the B2C e-commerce model. Consumers appreciate the convenience of online shopping where they now can purchase clothes, electronics, media subscriptions and services via theInternet. In the past couple of years, the total online revenue in Europe has been worth about 500 billion euros. And according to reports, the further growth of the industry is predicted; the full potential of the e-commerce market has not yet been reached.
The established players are not always the competition. As on any emerging market, B2C e-commerce participants have enormous potential in niche and local fragmentation. The winning formulas vary for international multi-channel distributors, theme-based online stores, specific deal aggregators, or national closed retailing. But the key challenges are still quite similar for all B2C online stores.