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A/B Testing & Experiments The two-day seminar for everyone who no longer wants to decide by gut feeling in the shop: yo…
Advertising Law & Cease-and-Desist Letters The two-day seminar for everyone responsible for advertising online: you lea…
Agile Leadership & OKR The two-day seminar for everyone who sets goals and notices that they reach nobody: you learn wh…
AI Analytics & Reporting The two-day seminar for everyone who receives reports and has to make decisions: you learn to…
Automation Fundamentals The two-day seminar for shop owners who want to take recurring work out of daily operations: yo…
AI Foundations for E-Commerce The two-day seminar for everyone who wants to use AI in retail and not stop at the demo:…
AI Law & the EU AI Act The two-day seminar for everyone who uses AI and has to answer for it: you learn which risk clas…
Checkout Optimization The two-day seminar for everyone whose baskets are full and whose orders are still too few: you l…
Comparing Shop Systems The two-day seminar for everyone facing a platform decision or unhappy with the current one: you…
Conflict Management The two-day seminar for anyone who no longer wants to sit conflicts out: you learn to see what real…
Content Management in the Shop The free course for everyone who looks after product pages, categories and content in a…
Content Marketing The two-day seminar for everyone who produces content and wants to see impact rather than just output…
Conversations & Negotiation The two-day seminar for anyone who leads conversations in which something gets decided: you…
Customer Loyalty & Retention The two-day seminar for everyone who does not want to start from scratch every year: you l…
Customer Service Basics is a free, self-paced introduction to customer service in online shops. In six hours, you work…
E-Commerce Law Basics is an eight-hour, self-paced introduction to the legal requirements that apply to online shops in…
Email Automation The two-day seminar for everyone who no longer wants to address customers by hand: you learn to recogn…
Email Marketing The two-day seminar for everyone whose newsletter goes out and whose list does not grow anyway: you lea…
Email Marketing Basics is an eight-hour, self-paced introduction to email marketing for online shops. Across four modul…
GDPR in Online Retail The two-day seminar for everyone who processes personal data in a shop and is responsible for it:…
Generative Content Creation The two-day seminar for everyone who needs content at scale and does not want to trade qual…
Getting Started with Google Analytics is a free, self-paced introduction to Google Analytics 4 for people who work with…
Leading Digital Change The two-day seminar for everyone who has to implement change instead of only announcing it: you…
Leading Remote & Hybrid Teams The two-day seminar for everyone leading a team they rarely see: you learn how trust deve…
All subject areas, one programme: on this page you find all courses of the Alpha E-Commerce Institute grouped by topic — from building a shop through marketing and analytics to law, leadership and AI. Each subject area bundles the courses that belong together and shows which order makes sense.
All seminars follow the same structure: two days on site or live online, a maximum of 16 participants, an accompanying self-learning track and a certificate of attendance. Every course stands on its own and can be booked individually.
All subject areas, one structure
The subject areas are not difficulty levels but topic fields. Whoever builds a shop starts with technology and law. Whoever runs an existing shop works on marketing, conversion and analytics. Whoever is responsible for the business deals with strategy, leadership and metrics.
Within a subject area there is a sensible order: one entry course, a second step, the masterclass at the end. You find it on each subject area page under “How to choose your entry”.
There is no obligation to follow an order. Every course stands on its own and can be booked individually. Whoever wants a structured path moves from the seminar to the masterclass within a subject area — the masterclasses assume experience, not a specific course beforehand.
The E-Commerce Masterclasses remain the route for everyone who needs the whole picture: three levels from fundamentals to strategy & leadership.
Which subject area fits your situation?
Two questions usually suffice: is your shop still at the beginning, or does it already run? And are you responsible for execution or for the result?
| Your situation | Recommended entry |
|---|---|
| I am building a shop and have to decide on system and processes | Technology & Setup: E-Commerce Setup Masterclass, plus Comparing Shop Systems |
| My shop runs but too few visitors arrive | Marketing & Performance: Online Marketing & Traffic Masterclass, then Content Marketing |
| Visitors arrive but too little is bought | Conversion & UX: Conversion Optimization Masterclass, plus UX & Usability in the Shop |
| I sell once but customers do not come back | CRM & Retention: CRM & Customer Loyalty Masterclass, plus Email Automation |
| I have to deliver numbers that carry a decision | Analytics & Measurement: Web Analytics with GA4, then Tracking & Tagging |
| I have to justify budgets and set priorities | Leadership & Management: E-Commerce Strategy & Business Models Masterclass |
| My team should follow the same direction | Leadership & Management: Leadership & Organisation in E-Commerce Masterclass, plus Agile Leadership & OKR |
| I want to use AI in the shop and do not know where to start | AI & Data Analytics: Prompting & AI Tools in Daily Work, then AI Foundations for E-Commerce |
| We want to sell into more countries | Leadership & Management: E-Commerce Scaling & Internationalisation Masterclass |
| I want to try the topic without commitment first | Marketing & Performance: Content Management in the Shop, free and self-paced |
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 device with a stable connection, audio and video if possible. Which date has which format is shown in the list above and on the page of the respective subject area.
Certificate, cancellation and funding
After every seminar you receive the AEI certificate of attendance with course, subject area and date as well as a certificate number by which the document can be looked up. The seminars do not involve a final examination. How the certificate is structured is described under Certification.
Up to and including 28 calendar days before the start, cancellation is free of charge; afterwards the tiers of the terms 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 and through which programme a course can be funded is decided by the funding body, not the provider. We issue the documents so that an application is complete. The available routes are described under funding.
Frequently asked questions
The programme is spread across AI & Data Analytics, Leadership & Management, Communication, Marketing & Performance, Analytics & Measurement, Conversion & UX, CRM & Retention, Legal & Compliance, E-Commerce Technology & Setup and AI & Automation.
No. Every course stands on its own and can be booked individually. The subject areas are an order, not a prerequisite. Whoever wants a structured entry follows the sequence recommended on the page of that subject area.
Included are two days on site or live online, the accompanying self-learning track, all materials as downloads and the certificate of attendance. The price is shown on each course page, net plus statutory VAT; the free entry course is marked separately.
A maximum of 16. The limit is deliberate so that there is time for questions and for examples from the individual companies. For larger groups there is the in-house variant with your own cases.
In Berlin, Munich, Cologne and Hamburg or live online. Content and certificate are identical. For live online you need a device with a stable connection, audio and video if possible.
Yes, for every seminar you receive the AEI certificate of attendance with course, subject area and date. It is proof of attendance, not an examination certificate, because the seminars do not involve a final examination.
Up to and including 28 calendar days before the start, free of charge. From 27 to 14 calendar days, 50 per cent of the fee applies; from 13 calendar days, the full fee. A one-off rebooking is free up to 14 days before, and you can name a substitute up to the start.