The approach of semantic networks as a knowledge management tool thus makes a significant contribution to achieving goals in many areas of communication policy in e-commerce. In particular, semantic networks should be used to model the non-numerical properties of the product range, such as names, categories, etc., as well as to evaluate the interconnectedness of advertising and information media on the internet.

In this way, the “virtual location” of the retail outlet, the effectiveness of media planning, and the relevance of advertising messages to the target group can be improved.

Furthermore, automated analysis of customer communication can be used to assess customer satisfaction and to identify problem areas and starting points for dialogue communication.

The application of the "Semantic Web" can be useful for building customer trust and improving automated information exchange between companies in B2B e-commerce. It should be noted that the spread of the Semantic Web reduces information asymmetry on the internet and thereby increases market transparency, thus approximating a state of perfect competition.