Beyond Amazon and Alibaba: what’s next for e-commerce?

How do you outsmart an 800 lb gorilla?  E-commerce retailers in the two biggest markets – China and the U.S. – grapple with this question every day.

Many assume the e-commerce game is over given the immense success of Amazon and Alibaba (both have $400+B market caps).  Amazon has systematically commoditized product category after product category – books, houseware, electronics, clothing, grocery and more, while Alibaba’s Tmall and Taobao platforms have captured market share and popular imagination with millions of SKUs, truly creating a global “everything store.”

But declaring game-over in these markets is a mistake. A careful read of emerging trends reveals rich…

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