The website of the e-commerce application represents the most important medium of online communication between the company and the consumer 1 Efthymios Constantinides(2002): The 4s web-marketing mix model (2002): Elsevier2002. .

A typical e-commerce system consists of the following 4 components: 2 Vossen, Gottfried; Hagemann, Stephan (2007): From Version 1.0 to Version 2.0: Abrief history of the web. Münster 2007.

– the product presentation, which enables searching, product selection, and examination of product characteristics. The product presentation should provide information about the relevant characteristics of the product or include instructions for obtaining this information; 3 Hepp, Martin F. (2004): Product Representation in the Semantic Web. In: SSRNJournal. o.O. 2004.

– a “shopping cart” – a list of selected products;

– the “checkout” where the transaction is completed and the payment terms are agreed upon;

– as well as the customer service component – enabling customer consultation before and after purchase.

An XML sitemap can also provide an overview of the website's content for external content classification 4 Erlhofer, Sebastian (2011): Suchmaschinen-Optimierung. Das umfassende Handbuch ;[Grundlagen, Funktionsweisen und Ranking-Optimierung ; Planung und Durchführungfür Google und Co. ; Konversionsraten steigern, Google AdWords, Web Analytics ; dasStandardwerk, vollständig überarbeitet]. 5. Aufl. Bonn 2011. .