Amazon might be the giant of ecommerce, but it’s a very nimble one. The company continuously innovates on its technology, media and logistics offerings to complement – and often supplement – its retail platform. It also outperforms Google as the authority for comparison shopping online. So many ecommerce solutions don’t answer consumers’ needs. They only solve part of the problem. Some involve robust technological solutions but offer poor customer and brand experiences. Some offer beautiful imagery and storytelling but fail to deliver a reliable and scaleable technology infrastructure. Many commerce solutions are uni-channel, when, in fact, over 80 per cent of consumers’ purchase journeys involve at least two channels. Even brands that have managed the transition from bricks and mortar to online well still get things wrong. Slow website load times, an absence of mobile optimization, indeed, anything other than a seamless integration of devices, has a big