Successful establishment of an online sales channel requires clear-cut goal definition as well as effective implementation.

The following issues must be taken into consideration to develop a sustainable concept:

- organisation structure,

- budget scope,

- competitors constellation,

- market places usage,

- big data usage,

- CRM (Customer Relationship Management) system integration,

- ERP (Enterprise-Resource-Planning) system integration,

- regional, national or international bandwidth.

Communication between e-commerce systems and existing IT system landscape such as ERP (Enterprise-Resource-Planning), CRM(Customer Ralationship Management) and PIM (Product Information Management) allows for confronting and resolving challenges.