“to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” Amazon Vision Statement
Good People, do not confuse Tactic for Strategy. As I tell ecommerce entrepreneurs, do not see online shopping as a strategy; it should be nothing but a tactic. Your overriding vision is for people to buy from you. And if you have that flexible mindset, the moment will come.
Amazon is seen by many as an e-commerce company. That is wrong: Amazon is a consumer-centric provider of services which began as an ecommerce company but has morphed into new domains. For Amazon, the mission is servicing customers, and it is largely agnostic of the domain where that is done, provided it can do so cost-efficiently.
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Yes, for Amazon to win online, it has to excel on logistics which interestingly is an offline component. That means, Amazon is not just making a better website: it is fixing huge frictions from logistics to customer experiences. As it does those things, it wins more territories as more customers become fans.
Open your playbook, and move beyond tactics. Win with a better strategy.
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