By  on October 2, 2012

All the madcap activity surrounding the sexy world of social media is masking what really pays the bills: e-commerce.

E-commerce is the only metric brands and retailers have to measure success in the digital world and, while they’re not forgetting about social media, enhancing the online shopping experience is becoming paramount.

And just as there are trendsetters in fashion, so there are in the online world — and none more so than, which wields the greatest power in e-commerce and is setting the pace for how fast other retailers must evolve to keep up.

“[Amazon is] just revolutionizing retail. I don’t think any other adjective or any other verb would suffice. They are changing the way every retailer on the planet is thinking about retailing, and if they aren’t, they should be thinking about it differently because of Amazon,” Nomura Equity Research analyst Aram Rubinson told WWD.

Maureen Mullen, director of research and advisory of New York University think tank Luxury Lab, or L2, agreed.


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