.png?ts=1782305185)
Conversion Optimization Masterclass
Conversion Fundamentals The two-day seminar for shop owners who want to turn existing traffic into more revenue: you le…
Digital Nomad Masterclass
Digital Nomad Readiness The two-day seminar with a follow-up self-learning track for shop owners, founders and freelanc…
E-Commerce Legal & Compliance Masterclass
Legal & Compliance The two-day seminar for shop owners who want to understand their legal obligations in an online shop…
E-Commerce Operations Masterclass
E-Commerce Operations The two-day seminar for shop owners who want to build logistics, payment and fulfilment as an ope…
E-Commerce Setup Masterclass
E-Commerce Setup The two-day seminar for anyone who wants to set up an online shop the right way: from choosing the sho…
Online Marketing & Traffic Masterclass
Traffic Fundamentals The two-day seminar for shop owners who want to make digital visibility plannable: you combine SEO…
E-Commerce Masterclass: Fundamentals is the first of the three levels in the Alpha E-Commerce Institut programme. This pillar covers the parts every online shop needs, whatever the industry and the size: the choice of shop system, the structure of the product data, the legal duties, the routes that bring traffic and the processes behind a sale.
What the seminars cover
The seminars can be booked individually and taken in any order. In terms of content they cover four areas.
Shop system and technology
The central question is which system fits your range, budget, team and growth target. That includes building the shop, connecting payment and shipping, and deciding which tasks the team handles itself and which go to a service provider.
Product data and processes
Product data decides whether a shop gets found and whether customers buy the right thing. The seminars cover categories, variants and attributes, and the processes behind them: stock keeping, order handling, returns and how to deal with delivery times. That includes automation: which recurring tasks can be handled by a rule or by AI, for example enriching product data or pre-filling copy, and where a check stays necessary.
Legal and data protection
Imprint, privacy policy, cookie consent, correct pricing, the right of withdrawal notice and a compliant checkout are mandatory areas. The seminar ranks them by risk and builds a recurring check you can run after every change in the shop.
Traffic and visibility
Without visitors no shop sells. This part covers the basics of being found: how search engines judge category pages, what role content plays, how paid channels work and how to tell which channel pays off.
Who this level is for
- Founders building a shop who want to be able to justify the system decision
- Shop owners whose business has outgrown its technology
- People in marketing, buying or IT who need to understand how the parts interact
- Career changers who are expected to own e-commerce without having learned it
- Teams who want to reach a shared level before a relaunch
How a seminar runs
Every seminar consists of two days on site or live online plus an accompanying self-learning track. We work with examples from the participants' daily business, not with a sample company. For live online you need a suitable device, a sufficiently stable internet connection and working audio and, if needed, video equipment.
At the end every participant receives the AEI certificate of attendance. It names the course, the level and the date, and it can be looked up through a verification link that your employer can open without logging in. How the certificate is structured is described on the certification page.
You can cancel free of charge up to 28 calendar days before the start. Up to 14 calendar days before, a one-off rebooking is free, and up to the start of the event you can name a substitute at any time. The full rules are in the terms and conditions.
Where this level leads
The other two pillars build on the fundamentals. Growth & Performance covers the work on a running shop, meaning channels, conversion and metrics, plus the use of AI and automation. Strategy & Leadership addresses everyone who owns e-commerce and carries the decisions.
If several people in your company need the same content, in-house training is the better route. Whether training can be funded, and through which programme, is decided by the funding body, not the provider. The routes that exist are listed under funding.
Frequently asked questions
E-commerce is the trade in goods and services through digital channels. It covers the whole process from product presentation and cart to payment, delivery and returns. Alongside your own online shop, it includes marketplaces, apps and selling through social networks.
Four parts decide whether it runs: a shop system that fits your range and growth target, maintained product data with categories and variants, the mandatory legal areas such as imprint, privacy, pricing and withdrawal, and routes that bring visitors to the shop. This level covers all four.
No. The level is designed as an entry point and assumes no specific prior knowledge. If you already run a shop you will recognise many topics, but you get the structure that day-to-day work usually lacks. The recommended level is stated on each seminar page.
Yes. The four seminars stand on their own and can be taken in any order. Many participants start with the topic that is currently pressing and add others later. There is no requirement to book a package.
The fee (net plus VAT; the price is shown on the seminar page) 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 plus VAT.
Cancellation is free up to and including 28 calendar days before the start. From 27 to 14 calendar days before, 50 percent of the fee applies, and from 13 calendar days, 100 percent. A one-off rebooking to an equivalent date is free up to 14 calendar days before the start, and you can name a substitute at any time. The details are in the terms and conditions.