Although strongly present in the German market, Eikaso was aiming to extend their reach internationally. By allowing their offline distributors to list their selection on marketplaces with a more restricted audience, the hybrid nature of their products, both suitable for professional and domestic use, was not completely exploited. By onboarding their products on Amazon, Eikaso now has the chance to establish their name within the industry, ahead of many of their competitors, which are still relying on specialised and more local marketplaces and reaching only a limited part of the available end-customers.