Articles filed underE-commerce

Shein at BHV: analysis of a fiasco and outlook for 2026
By Pierre-Nicolas Schwab • 2 january 2026
The partnership between the Parisian department store BHV and Shein was the worst commercial fiasco of 2025 in France. This textbook case could well be repeated elsewhere in Europe, so I will return to it in detail to analyse its causes and effects.
- Strategy
TikTok Shop arrives in Germany: what impact will it have on retail?
13/03/25
The launch of TikTok Shop in Germany is the first step towards a more global upheaval in European commerce. This article explains why TikTok Shop poses a strategic threat to retail.
- Innovation
Temu: word-of-mouth marketing
05/03/25
In this article, I offer an analysis of Temu's success. Based on statistics, I show that Temu saves millions of euros thanks to a simple marketing strategy.
- Marketing
Free returns on the way out, despite their benefits
By Pierre-Nicolas Schwab •3 november 2023
Free returns are becoming the exception rather than the rule in e-commerce. Yet scientific research reveals that their impact on sales and customer loyalty is enormous.
E-commerce: 6 use cases for generative AI
By Pierre-Nicolas Schwab •16 october 2023
Generative AI is revolutionizing many sectors. E-commerce is no exception. This article analyzes 6 real-life use cases, from the simplest (text content creation) to the most complicated (video avatars for online sales).
- Innovation
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Product Information Management: ChatGPT changes the game
By Pierre-Nicolas Schwab •6 october 2023
ChatGPT makes it easier to manage products in e-commerce. This is known as Product Information Management or PIM. ChatGPT makes it easier to create and enhance product descriptions. As our test shows, you can even use a photo to produce a product description.
- Innovation
E-commerce: worrying trends for 2023-2024
By Pierre-Nicolas Schwab •29 september 2023
The situation for e-commerce retailers is no longer as positive as it once was. The slowdown is noticeable but does not affect all sectors similarly. In this article, we propose a summary of the latest e-commerce statistics. We also draw a parallel with a survey of e-commerce bosses.
- Research