In summary, the following objectives are of particular importance for communication policy in the field of e-commerce.

- Optimization of the virtual location;

- Improvement or strengthening of customer trust;

- Effective automated communication in B2B commerce. E-commerce offers the following advantages over other business models in this regard:

- a large amount of personal customer data. Legal regulations, especially those of the Federal Data Protection Act, must be observed . [58]

- unlimited “virtual sales area”.

Communication within the virtual marketplace can take place on the pages of the e-commerce system's components – product presentation, shopping cart, checkout, customer support. Communication outside the virtual marketplace is covered on the next page.