Is Amazon really the killer everyone says it is? It’s easy to point a finger at the 800-pound gorilla — the one with a history of eating bookstores for breakfast (and now, ironically, building its own). Amazon has a stranglehold on the e-commerce market, and there’s no doubt it’s draining a growing portion of real-world sales as consumers take their shopping online. But many experts argue that the go-to narrative of tech disruption alone doesn’t always tell the whole story. Online shopping still remains a relatively small portion of the total market, despite absorbing most of the industry’s overall recent growth. Too small still, to entirely account for massive industry shifts.
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