Współczesny sklep internetowy na przykładzie czołowych marek niemieckich – cechy strukturalne, funkcjonalne i marketingowo-kulturowe

The purpose of this article is to try to identify the key features that characterize the modern e-commerce store in terms of structure, functionality and marketing and culture. The subject of the analysis will be German e-shops Otto, Media Markt, Zalando, Saturn and Lidl, which are considered leading e-commerce players in the German market.