New Online Retailing — What Does It Mean?

A new generation of Internet shops has arrived (Wieschowski 2008, p. 47). The Inter net has entered a new phase with a combination of networking, high Internet penetra tion, technology development, mobility, speed, media use, communication changes, interaction (Web 2.0) and business model innovation. The FAZ newspaper called the trend from Web 2.0 to Web NG , or Web New Generation (FAZ 2008, No. 93, p. 25). Along with this new generation of Internet, online retailing has also advanced into a new era, what we are calling new online retailing . New online retailing is supported by media specific and business specific principles based on technology.