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Internet shops: minimal competition on electronics, books and CDs


amazon.de and ebay.de share the electronics and media market between themselves otto.de asserts itself as the top fashion marketplace
Marketplace strategy pays off
The online market for computers, household appliances, books and CDs is largely divided up between two marketplace giants. In fact, customers buy almost exclusively from amazon.de and ebay.de. Ninety per cent of online shoppers order media and electronic products from these two retail platforms. Other big e-commerce players, such as otto.de and tchibo.de, attract less than ten per cent of online shoppers to their Web pages for this product segment. Their strengths lie in fashion and household goods. These were the findings of the representative online survey “Marketplace Categories 2010” conducted by the Hamburg-based IT service provider novomind.

ebay.de plans to take over market shares in the book segment from amazon.de

Even the two market leaders are sometimes worlds apart. Seventy-seven per cent of online customers buy media products from amazon.de – more than twice as many as from ebay.de. Amazon profits here from its long tradition as a platform for books, CDs and DVDs. Now ebay.de is trying to liven up the competition in the online book trade with the aid of DirectGroup. The latter, a subsidiary of Bertelsmann, docked onto ebay.de in October with a new bookshop, zeilenreich. As a result, the new ebay brand shop benefits from the enormous streams of visitors to the former Internet auction site, while boosting the ebay.de portfolio and strengthening its position in relation to amazon.de.

quelle.de to become the new technical marketplace
There are also signs that competition among electronic goods retailers could soon gain momentum. The multichannel retailer OTTO is planning to establish quelle.de as an additional online marketplace for brand shops alongside otto.de – initially with the emphasis on technical and homeware ranges. The aim is to build on its success with otto.de as the leading fashion marketplace. In the fashion business, the online platform commands a 20 per cent share of the market and can clearly hold its own against the big online players amazon.de and ebay.de.

Background information   
The representative online survey Marketplace Categories 2010 represents the results of an online questionnaire and was commissioned by novomind AG. In July 2010, 1,110 participants answered questions about their existing and planned purchases.

novomind AG
Since 1999, Hamburg company novomind has been developing innovative e-business solutions for the modern Internet world in four e-business disciplines: e-commerce (e-shops and zoom server), ePDM (electronic product management), e-marketplace (marketplace integration) and e-communication (solutions for contact and service centres).

novomind is a European technology leader in every service segment and covers the whole digital value-adding chain in retail and electronic customer communication. The Hamburg-based software house is the fastest growing company in the fields of electronic customer communication and mail management.

novomind also provides comprehensive consultancy services for people choosing a suitable IT system for e-commerce. Established licence software like IBM WebSphere Commerce Server is considered, as are custom-made novomind solutions based on novomind iSHOP.

novomind AG is currently assisting more than 80 companies including Targobank, Der Club Bertelsmann, Deutsche Rentenversicherung Bund, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.



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novomind AG
Bramfelder Chaussee 45
22177 Hamburg

Tel.: +49.40.80 80 71 - 0
Fax: +49.40.80 80 71 - 100



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