Unique and unmistakable: Isn't that what every company wants to be? In other words, isn't that what everyone wants? In e-commerce, there is no such thing. If you look at different online stores, they are often arbitrary and interchangeable. As a reseller, it is difficult to differentiate yourself through the products - the ranges are often congruent. Store systems are also becoming increasingly similar. Today still three steps ahead, competitors are catching up at a rapid pace and also upgrading with technical innovations - faster than you can even think "innovation". Everything blurs into a gray mass: similar products, identical customer approach, yawning boredom.