Choice in eCommerce is an eCommerce initiative founded by Online-Merchants in May 2013

Choice in eCommerce is an eCommerce sellers’ initiative founded by Oliver Prothmann in May 2013. Mr Prothmann, the founder of the Business-Dashboard tool chartixx (, has been close to the business seller community for several years and has profound experience with doing business via online marketplaces.

Over the last two years, Mr Prothmann and many members of the seller community have become increasingly concerned by the negative impact of platform bans, especially on small and medium-sized sellers. As a marketplace expert, he discussed with merchants how to act against any kind of discrimination against eCommerce in order to preserve innovation and growth in the sector. Consequently, he launched the Choice in eCommerce Initiative in May, and later received support from other industry stakeholders including BVOH (Bundesverband Onlinehandel).

Choice in eCommerce has created a petition with the objective of ensuring that all online sellers, particularly SMEs, can benefit from a political and legal situation where sales bans on online platforms are not tolerated.