An online shop enables an immediate and direct business relationship between supplier and buyer. An internet presence is created on which retailers can offer their products, provide information and create a unique customer experience. An online shop can be part of a website or even an independent site. Key elements are the customer area, the stock list, the shopping basket and the payment system. Particular attention should be paid to the legal framework: especially on legal disclosure in conformity with the law (E-Commerce law), the use of general terms and conditions and a declaration of revocation. The decision between electronic marketplaces (Amazon, shöpping, e-bay, …) or specific online shops, the right positioning and online marketing strategy are essential first steps. The whole purchase process, the payment process and the customer support are already considered as E-commerce and are no longer part of an online shop. For a successful implementation it is essential to look at the process end2end.