Is the Google + Wal-Mart alliance just window dressing in the eCommerce War? Yes, Wal-Mart gets access to a technology its biggest rival, Amazon, already has in the Echo (see voice ordering) and in return Google gets access to all the purchase history consumers make using the service. But will it be enough to leap-frog Wal-Mart ahead of Amazon? Also, does Google get to serve up ads, content and offers to consumers based on that purchase history even if the offers are for similar products outside of Wal-Mart? With Amazon effectively becoming a commerce search engine unto itself can an alliance beat out an integrated approach? Probably not. Amazon is the main river that all of its tributary businesses flow into so it has a common current (or purpose) whereas Google and Wal-Mart do not. Also, at what point does Google realize that to compete with Amazon not only in e-commerce but also in the cloud AND search it actually needs to be the direct contact point for transactions and breakoff from Wal-Mart a move that would be akin to what Amazon did to Kmart, Barnes & Noble and Target. Now armed with all the precious purchase data and Google Express it can ramp up its own ecommerce arm lot easier or do they just buy Wal-Mart outright.
https://www.wsj.com/article_email/wal-mart-and-google-partner-to-challenge-amazon-1503460861-lMyQjAxMTI3MTI3MzgyNTM5Wj/
Back in the day Amazon used to sell books but it also had a strategic approach to broaden it's portfolio. That was to establish a seemingly non-hostile relationship with brick & mortar retailers like Toys 'R Us (see bankruptcy), Borders Books..etc. The goal? To get in front of the customer interaction. Amazon sold itself as an expert in the digital space and allowed for cost efficiencies (i.e: not having to build out a web-site or deal with the head-ache of how to fulfill product or the logistics on from where) from the brick and mortar company to focus on what it did best (selling in a physical store) while letting Amazon manage it's digital footprint which was a low volume mix relative to the traffic that was walking into the brick & mortar stores on a daily basis. But, as we all know now, by insinuating itself in the path to purchase and putting its brand in-between the customer and the brick & mortar brand Amazon was able to create a wedge that has grown
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