General

Let’s be honest: there really should be more innovation here. Besides some popular positive examples like ABOUT YOU (http://www.aboutyou.de) or Amazon the vast majority of online shops look more or less identical like yesterday, last week, last month: boring product lists wherever you look, static CMS pages where the only dynamic thing is the annoying newsletter box that pops up.
From my consulting experience in the last years I’ve learned, that in most cases shop design relaunches are only done every few years. Due to costs or low priority the online shop is not seen as a continuous optimization process but rather a one-time investment.