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The Thesis analysis and established 10 key success factors for every business to consider when establishing and marketing an online shop to its target customers. The thesis is split in two parts. The first part analysis the power and growing influence of E- Commerce in Germany and especially the fashion industry. Also, it works out 10 key success factors for fashion companies to implement when establishing an online shop for its products. The second part evaluates the application of those factors in the german fashion industry today, especially focussing on the well known German shoe brand Tamaris.

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Isabell Mülke was born on the 15th of April 1990 in Western Germany. She studied International Business in Munich. Now she lives in London and works in digital marketing.

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