How do they do it? How can e-commerce platforms like Amazon so easily grow even in difficult economic times while some brands are taking serious hits and only slowly recover – if at all. The success of platforms lies in their DNA. Driven by technology and innovations, they gain market shares through scaling so effortlessly. Scaling their assortment. Scaling their customer convenience. Scaling their revenue. Does this mean that all brands need to become a technology company with a strong platform? Yes and no. There might be some brands that can pull this off in a David-beats-Goliath scenario. But: What if there’s a different, more efficient option than having to compete with platforms? Let’s take a look at current developments making it necessary for brands to adapt their digital strategy and how they can grow with a direct-to-consumer (D2C) approach within a platform-driven market.
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