His online tool store, MyMaw.de, is almost as old as Amazon; the marketing bible W&V named him one of the 100 most important people to meet at dmexco back in 2018, and Internet World named him one of the most influential figures in e-commerce in 2023. Frank Thelen says of him: “I value Michael’s e-commerce expertise, experience, and his talent for conveying everything in an engaging and understandable way. He’s a storytelling machine and an entertainer whom you listen to with fascination and want to have at the table during a brainstorming session.” In his Facebook group “Multichannel Rockstars,” over 15,000 industry representatives now regularly exchange thoughts on their concerns and challenges as online retailers. No doubt about it: Michael Atug is shaking up the world of digital commerce. Since 2001, he has been gaining practical experience as an online and marketplace retailer and passionately and authentically shares this insider knowledge with others as a consultant. And he’s not just a speaker at the major e-commerce events in the German-speaking world—he’s also an organizer. For years, Micha has successfully hosted events like “multichannelday,” “geh.digital,” and “KI-Day.” Upon closer inspection, his professional field of activity aligns perfectly with what he has been advocating to the e-commerce industry for years: “Focus on multichannel (and not just Amazon)!”