Amazon’s Jeff Bezos has been called “the ultimate disrupter” by Fortune and apparently likes to say, “Your margin is my opportunity.” But the man who built the e-commerce juggernaut over the past two decades by being a ruthless competitor and the destroyer of more than a handful of traditional retailers is in the early stages of being disrupted himself. And the scary part for Bezos is not that he’s facing not a phalanx of brick-and-mortar retailers, but that they’re being commanded by the craftiest of his rivals, Google. The search giant, Re/code says, is preparing to spend $500 million on growing Google Shopping Express to hit Amazon where it hurts: in the business of selling goods and delivering them to customers.
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