SwissShrimp AG, based in Rheinfelden, sells its products in a B2B and B2C environment. The shrimps are antibiotic-free and produced sustainably. The focus of this work is on the analysis of the web shop, which targets private customers. The aim is to provide cost-effective suggestions for improving the web shop.

For this paper, the ADOF Model (Accessiblity, Design, Offer, Fulfilment) was used and combined with some of the eight success factors for online trade by Heinemann. This formed the basis for this work and was the main component of the literature review. In a further step, ten qualitative interviews were conducted with people who are either ingredient aware or gourmets. Simultaneously, 24 web shops were analysed according to the stages of the ADOF model. Finally, a qualitative survey was conducted with existing customers who were familiar with the web shop of SwissShrimp AG.

The two main reasons for ordering shrimps online were identified as the freshness and quality of the product, as well as the proximity to the producer. Success factors include the trustworthiness of a trader, and the quality, as well as the safe delivery of these quickly perishable products. Several best practices were identified. With respect to accessibility, social media, personal recommendations, and traditional media should be used for customer acquisition. Regarding design, it is recommended that SwissShrimp AG integrates multiple images per product. It is also advisable to revise the product descriptions and provide more information. For the offer part, it is suggested to add clear shipping information and price justification. Regarding fulfilment, it is recommended that SwissShrimp AG communicates the USP in their web shop. Finally, we would like to emphasise that the web shop of SwissShrimp AG is already at a high standard compared to competitors. Through the literature and our own research, it became clear that there is a trend towards sustainable consumption of seafood and fish and that this business model seems to be successful in the long term.