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AI in E-Commerce Masterclass The two-day masterclass for shop decision-makers who want to turn individual AI tools into…
Brand Building & Community in E-Commerce The two-day seminar for shop owners who want to break free from dependence on…
Exit-Readiness & Funding The two-day seminar for owners of growing e-commerce companies who want to raise capital or pr…
Conversion Fundamentals The two-day seminar for shop owners who want to turn existing traffic into more revenue: you le…
CRM, Retention & Customer Lifetime Value The two-day seminar for shop owners who want to turn first-time buyers into re…
Data & Analytics Pro The two-day seminar for shop decision-makers who want to derive clear decisions from data: a reduc…
Digital Nomad Readiness The two-day seminar with a follow-up self-learning track for shop owners, founders and freelanc…
Legal & Compliance The two-day seminar for shop owners who want to understand their legal obligations in an online shop…
E-Commerce Operations The two-day seminar for shop owners who want to build logistics, payment and fulfilment as an ope…
E-Commerce Setup The two-day seminar for anyone who wants to set up an online shop the right way: from choosing the sho…
E-Commerce Strategy & Business Models The two-day seminar for founders and shop decision-makers who want to build their…
Leadership & Organisation in Digital Commerce The two-day seminar for managers and owners of growing e-commerce compani…
Traffic Fundamentals The two-day seminar for shop owners who want to make digital visibility plannable: you combine SEO…
Performance Marketing Mastery The two-day seminar for shop decision-makers who want to scale paid channels profitably:…
Scaling E-Commerce The two-day seminar for shop decision-makers who want to grow beyond their home market: assessing ma…
This page holds the three E-Commerce Masterclass levels with their seminars. Every seminar follows the same structure: two days on site or live online, plus an accompanying self-learning track. The complete programme, including the subject-area seminars and the free courses, is under All seminars.
Three levels, one structure
The levels are not difficulty grades in the usual sense, they are three perspectives on the same subject. Anyone building a shop starts with the basics. Anyone running an existing shop works on channels, conversion and metrics. Anyone who owns the business deals with strategy, organisation and financing.
- E-Commerce Masterclass: Fundamentals covers the shop system, product data, legal duties and traffic.
- Growth & Performance covers channels, conversion, analytics and retention.
- Strategy & Leadership covers strategy, scaling, organisation and financing.
There is no required order. The seminars can be booked individually and taken in any sequence, because each one stands on its own. If you prefer to work through the levels from the bottom, start with the fundamentals.
Which seminar fits your situation?
Two questions are usually enough to narrow down where to start: is the shop still being built, or is it already running? And are you responsible for the execution or for the result?
| Your situation | Suggested starting point |
|---|---|
| I am building a shop and have to decide on the system and the processes | E-Commerce Setup, plus Legal & Compliance |
| My shop runs, but too few people find it | Traffic Fundamentals, then Performance Marketing Mastery |
| Visitors arrive, but too few buy | Conversion Fundamentals, plus Data & Analytics Pro |
| People buy once and do not come back | CRM, Retention & Customer Lifetime Value |
| I have to justify budgets and set priorities | E-Commerce Strategy & Business Models |
| My team needs to pull in the same direction | Leadership & Organisation im Digital Commerce |
| I want to introduce AI and automation in my shop | AI in E-Commerce Masterclass |
| We want to sell in more countries | Scaling E-Commerce: Internationalisierung & Plattformstrategie |
On site or live online
Both formats lead to the same certificate and have the same content. On site there is more time for exchange between participants, live online saves the travel. For live online you need a suitable device, a sufficiently stable internet connection and working audio and, if needed, video equipment. Which dates use which format is stated in the list above and on the page of each level.
Certificate, cancellation and funding
After every seminar you receive the AEI certificate of attendance naming the course, the level and the date, with a certificate number that allows the document to be looked up. The seminars do not include a final exam. How the certificate is structured is described under certification.
Cancellation is free up to and including 28 calendar days before the start, after that the stages in the terms and conditions apply. A one-off rebooking to an equivalent date is free up to 14 calendar days before, and you can name a substitute up to the start.
Whether training can be funded, and through which programme, is decided by the funding body, not the provider. We issue the documents so that an application is complete. The routes that exist are listed under funding.
Frequently asked questions
The programme is organised in the three masterclass levels Fundamentals, Growth & Performance and Strategy & Leadership, plus the subject areas, the free courses and a few individual courses. The masterclass dates are in the list on this page; the complete programme is under All seminars.
No. Every seminar stands on its own and can be booked individually. The levels are meant as an order, not as an entry requirement. If you are new to the topic, starting with the fundamentals makes sense, because the later seminars build on them.
The price is shown on each seminar page, net plus statutory VAT. That covers two days on site or live online, the accompanying self-learning track, the seminar materials, catering on the days on site and the AEI certificate of attendance. For companies we quote net prices.
16 at most. The limit is deliberate, so that there is time for questions and for examples from the individual companies. For larger groups, in-house training fits better, where the same content is tailored to your team.
At the locations in Berlin, Munich, Cologne and Hamburg, or live online. The content and the certificate are identical. For live online you need a suitable device, a sufficiently stable internet connection and working audio and, if needed, video equipment.
Yes, every seminar comes with the AEI certificate of attendance naming the course, the level and the date. It is proof of attendance, not an examination certificate, because the seminars do not include a final exam. The certificate number allows the document to be looked up.
Free of charge up to and including 28 calendar days before the start. From 27 to 14 calendar days, 50 percent of the fee applies, and from 13 calendar days, 100 percent. A one-off rebooking is free up to 14 calendar days before, and you can name a substitute up to the start. The details are in the terms and conditions.