Topic is in the area of e-commerce strategy. Focus is on B2C retailers. For many years, e-commerce was seen as just another distribution channel. In the meantime, it has become much more. Companies shifting their strategies into an omnichannel approach or even platform approach. Which aspects of omnichannel or platform strategies are valued by the endconsumers? What is needed to establish a strategy like that. What are the success factors?
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