European e-commerce is facing its biggest structural change in ten years. The tried-and-tested methods of growth through marketing power and capital injection simply don't work anymore. Companies are facing a double crisis:

Costs are skyrocketing and customer satisfaction is in decline. The figures speak for themselves. Customer acquisition costs have risen by 188% since 2015 (Statista, Y1 expert estimate). The KPMG Customer Experience Excellence Score has hit its lowest point in four years at 7.43 (2024). Amazon is without a doubt continuing to expand its dominance and will achieve a market share of 63% in Germany in 2024 (HDE/IFH Cologne 2025), while traditional online retailers will lose 5.4% of their sales.

This development is not a temporary market correction. It is the transition from the growth phase to the resilience phase. Those who fail to act now will be overwhelmed by the new reality.