URL changes and customization?

-- HikaShop version -- : 1.4.3
-- Joomla version -- : 2.5

It's possible to edit url structure in the hikashop?

/online-shop/product-category/mobile-devices/ios/iphone-4s

This red marked placeholder, can i remove it from url?

Hi,

There is no red marked placeholder
But you can use sef components to manage the urls like JoomSEF.

Is for this component (JoomSEF) also a additional plugin for hikashop needed?

Hi,

No you don't need additional plugin.

I downloaded the free version, but url's are not changed, is here exactly commercial version needed?

I remember that there was a plugin for joomSEF for HikaShop made by JoomSEF themselves for the integration.
The commercial edition of Hikashop is not needed. I would recommend to contact joomSEF about that as we never had to use it so far.

Regarding the "product-category" text in your link, that's the alias of the category called "Product category". You can't remove it directly in HikaShop, but you can change it by editing the category via the categories listing of your backend and changing its alias.