Introducing the concept of E-Commerce S.T.U.P. (types of e-commerce) + what matters depending on the types of products sold by online shops:

• price
• delivery time
• warranty / return
• number of products etc.

and metrics that matter:

• conversion rate
• decision time
• recurrence

The theoretical concept is followed by a practical example from the “Home and Garden” vertical – applicable to any other market verticals.