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Despite subdued growth forecasts, absolute sales figures in e-commerce remain high. Ever since the pandemic prompted the entire retail industry to realign, even previously hesitant retailers have had to embrace online commerce and develop additional sales channels there. Increasingly, they are relying on the existing structures of established sales platforms and online marketplaces, whose reach promises rapid sales growth. Given that half of all online purchases are made on the major e-commerce marketplaces, this is certainly not a bad choice.