Magazine Article | June 20, 2016

Are You A Brand, Or Are You Amazon?

By Matt Pillar, senior executive editor, Innovative Retail Technologies

July Innovative Retail Technologies

I was participating on a panel at a large conference a month or so back when the moderator asked me how important it is for merchants to “be like Amazon.”

What a silly question, right? Who wouldn’t want to be like Amazon? The company’s domination of e-commerce is ridiculous. During the 2015 holiday shopping season, it captured 38 percent of total e-commerce spending. Thirty-eight percent! It took 21 of the next-best-performing e-commerce merchants behind Amazon to equal that figure. Duh!