I disagree with your entire post. If you are a retailer competing with Amazon then the cost of building a competent tech team in house will bankrupt you. And

I disagree with your entire post. If you are a retailer competing with Amazon then the cost of building a competent tech team in house will bankrupt you. And if you are a retailer competing with Amazon you need a LOT of insight from the market to find ways to compete. It's almost impossible to hire that insight in a reasonable time frame but very possible to find consultants who can help.