The most expensive advertising is the one you don’t do

In its June issue, the Lower Bavaria Chamber of Industry and Commerce reports on the major online marketplaces, Amazon and eBay. "For some, they are indispensable saviors; for others, they are symbols of market power and a threat to brick-and-mortar retail," according to one quote.
The influence and impact of online marketplaces on retailers was illustrated using the example of Klaus Wallner, who runs a shop for home textiles at www.premiumshop321.de .
Ten years ago, Wallner began offering home textiles on eBay. PremiumShop321 was initially a side business with a warehouse in the basement, but sales quickly increased month after month.
In addition to a warehouse, additional sales channels were developed. Amazon followed with great success. Since the product range now includes over 2,500 items, such as bath towels , sauna towels , bathrobes , bedding (including for the hotel industry), as well as high-quality down products made in Germany, and 70,000 deliveries per year, the company's own online shop was the logical next step.
With PremiumShop321, Klaus Wallner has made it his mission to offer high-quality products through private labels at a very good price-performance ratio and, above all, ensures that the goods are not manufactured in low-wage countries.
His success proves him right: the return rate is very low.
In an interview with the Chamber of Industry and Commerce, Wallner countered the oft-cited accusation that online commerce is destroying jobs: "We disagree. In our opinion, jobs are simply shifting; here I'm thinking of a wide variety of roles for web designers, programmers, logisticians, photographers, and many more. We currently employ seven people and commission a number of service providers. Since we want to focus heavily on our own online shop in the future, we are investing large sums in agencies for search engine marketing and optimization, for example. That's expensive, but the most expensive advertising is the one you don't do."