Leitfaden für die Implementierung von Online-Vertriebskanälen in KMUs

Abstract

This bachelor’s thesis deals with the implementation of online sales channels in small and mediumsized enterprises (SMEs). In an increasingly digitized world, SMEs face the challenge of competing against large international corporations and expanding their market presence. The motivation for this thesis lies in the necessity for SMEs to effectively utilize digital sales channels to remain competitive and maximize revenue potential. However, the lack of expertise and limited financial and human resources in SMEs often hinder successful implementation. The thesis is structured into three main parts: First, the theoretical foundations of e-commerce are explained. This section defines e-commerce, describes various types of online sales channels, and highlights the opportunities and challenges faced by SMEs. The second part details the conception of an online shop. This includes market analysis and target group determination, the development of a design and functional concept, and the selection of a suitable product range. The third part focuses on the practical implementation of the e-commerce project, including the decision on which tasks to carry out internally and which to outsource, as well as the planning of the project course and the application of online marketing strategies. The methodology of the thesis involves a comprehensive literature review to establish the theoretical foundations, followed by a practical analysis of the necessary steps for implementing an online sales channel. Best practices and practical examples are used to develop a guide that supports SMEs in digital transformation. Concrete results of the thesis show that the implementation of online sales channels offers numerous advantages for SMEs, including expanded market reach, new revenue potentials, and the ability to collect valuable customer data. However, the analysis also highlights the challenges, such as high competitive pressure, compliance with data protection regulations, and the need to meet high service requirements. By examining successful e-commerce strategies and considering the specific needs of SMEs, the thesis provides practical recommendations for the successful implementation of online sales channels. This includes selecting suitable e-commerce platforms, creating an attractive and functional design, and developing effective online marketing campaigns. Overall, this bachelor’s thesis provides a valuable contribution to supporting SMEs in digital transformation and outlines ways to improve their competitiveness in the modern business world through the successful implementation of online sales channels.

Date of Award	2024
Original language	German (Austria)
Supervisor	Philipp-Thomas Müller (Supervisor)