Good read, thanks. However it looks at the eminence of aggregators as a given. I'd argue that at least in the retail space, aggregators provide a very lacking e

Good read, thanks. However it looks at the eminence of aggregators as a given. I'd argue that at least in the retail space, aggregators provide a very lacking experience and that there is way too much inertia with the established brands for aggregators to work long term. As Amazon commoditzes everything, brands will fight back. So right now, you'd see a Nike shoe on Footlocker window or on a TV ad and perhaps buy it on Amazon. But what happens in few years, when your local mall shuts down, together with its Footlocker, and what happens when you don't see the TV ad any longer because you only have Netflix which doesn't air ads? How does Nike get to you? I think the next wave in the ecommerce space is a class of backstage services providing direct to consumer logistics and infrastructure while letting the brands control the shopping experience. Brands will be more global and more accessible. No more territorial distribution limits; anyone anywhere could log into Nike and buy their stuff direct. This will call for enterprise-grade Shopify like tools. While Amazon does the backend stuff amazingly well, their frontend and product discovery is on the verge of unusable and I don't think it's by mistake. They want to put all sellers on an equal and interchangeable playing field and let them spiral down towards oblivion.