Do Brands Need Big E-Tailers?

With a single e-commerce platform grabbing up 44 percent of all online sales (yes, it’s Amazon), it seems obvious that brands need these big platforms to get digital traction. But there is no single path to success, online or at brick-and-mortar stores. While e-commerce growth is outpacing traditional stores, moving product doesn’t mean that brands are tied to the major players. […]