Science Campus E-Commerce


As part of the project “Wissenschaftscampus E-Commerce” (Science Campus E-Commerce), the Project Group Business and Information Systems Engineering of the Fraunhofer Institute for Applied Information Technology FIT and three other scientific partners (Fraunhofer Institute IIS, University of Bayreuth, Coburg University of Applied Sciences and Arts) are striving to establish and perpetuate five innovation laboratories along the e-commerce value chain. The primary goal is to develop innovative solutions based on emerging technologies for the e-commerce in Germany and especially Bavaria.

Funding Federal Ministry of Economics and Energy (BMWi)
Project Management Regierung von Oberfranken
Start 01.08.2017
Ende 31.12.2019
Project duration 2,5 years
Project lead Prof. Dr. Nils Urbach

Prof. Dr. Nils Urbach

Professorship for Information Systems, Digital Business and Mobility

Detailed Description of the Project

The increasing digitalization of almost all areas of life is having an ever-increasing impact on e-commerce, opening up opportunities by greater demand in the online sector, but also posing challenges for traditional retail companies. Especially with regard to the efficient design of processes and the right interaction with customers in response to changing purchasing behavior, traditional retail companies need new innovative solutions and technologies in order not to be forced out of the market by large international online retailers. These large international corporations have greater financial leeway and the opportunity to independently develop new (technical) solutions. In comparison, the limited resources of individual traditional retail companies in Germany are insufficient. Thus, traditional retail companies require a close cooperation with research institutions in order to withstand such strong competitors. Therefore, the aim of the Science Campus E-Commerce is to assist traditional retail companies, which are strongly represented in Germany and Bavaria in particular, to remain competitive in international competition through innovative ideas and mutual exchange. Thereby, the Science Campus E-Commerce not only promotes Germany’s ability to innovate, but also sustainably secures jobs in Bavaria and especially Upper Franconia. The overarching task of the Science Campus E-Commerce is the networking of research and practice for the development and experimentation of innovative solution concepts for the e-commerce domain. The Science Campus E-Commerce offers a platform for the identification of relevant problems and needs from companies and lays the foundation for joint innovations. The development of the identified questions as well as the development and experimentation of innovative solutions and technologies takes place in the context of five innovation labs and corresponding research projects in cooperation with the participating research institutions.

Through the interaction of scientific expertise and practical know-how, new standards can be set in the field of e-commerce. It is necessary to consider the entire e-commerce value chain in order to achieve sustainable improvements and customer loyalty. Beginning with the first customer contact during the product presentation, over product selection, purchase decision and order processing up to after-sales customer support, new innovative solutions and technologies are to be developed that enable the Bavarian retail companies to regain market share. The Bavarian State Ministry of Economic Affairs, Regional Development and Energy has been supporting the set-up and perpetuation of the five innovation labs in two funding phases since August 2017. The research activities of the innovation labs address various topics along the entire e-commerce value chain.

Under the project coordination of the Fraunhofer Project Group Business and Information Systems Engineering, the innovation labs cover the following research areas

  • Virtual Reality and Augmented Reality Lab (Professorship for Human-Machine-Interaction in the Internet of Things at the Coburg University of Applied Sciences and Arts)
  • Data Analytics Lab (Chair of Marketing and Innovation at the University of Bayreuth)
  • Smart Logistics Lab (Fraunhofer Institute for Integrated Circuits IIS, Application Center Computed Tomography in Metrology at the Technical University Deggendorf)
  • Customer Interaction Lab (Chair of Marketing and Innovation at the University of Bayreuth)
  • Machine Economy Lab (Fraunhofer Project Group Business and Information Systems Engineering at the Universities of Augsburg and Bayreuth)In addition to the research activities in the innovation labs, we plan regular events to promote the exchange of partners from research and practice within the Science Campus E-Commerce.