Trends Report

Commerce Companies: Stop Living At The Mercy Of The Tech Titans

Tech Titans In Commerce

January 29th, 2020
With contributors:
Fiona Swerdlow , Nicole Murgia


Four large technology titans — Apple, Amazon, Alphabet (Google), and Facebook — have different but powerful impacts on the commerce landscape. This report analyzes their common strengths and weaknesses as well as the opportunities they present for retailers, brands, and commerce players. Commerce companies must be clever and not blindly comply with the whims of the titans. That said, they should imitate the titans' best business features while also fighting for their best interests and customers, including lobbying government officials for change.

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