There’s an important question brewing for distributors as big, central supply houses like Amazon continue disrupting the manufacturing and wholesale marketplaces: Is Amazon the biggest and, possibly, the last challenge your business will face, or the best opportunity that will ever come your way?
At first glance, the answer is one or the other, with not very much middle ground.
The Amazon story has been building for years now, and most distributors understand the risk. They’re a big, massively tech-enabled company. For practical purposes, they have unlimited resources. They had a hand in creating the consumer-oriented e-commerce platforms that now set the standard for business-to-business relationships.
And they’re serious about moving in on distributors’ established business relationships and making them their own.
The famous author Douglas Adams had the first piece of universally good advice for anyone facing such a monumental threat: DON’T PANIC. But unless you’re a hitchhiker with the whole universe at your disposal and a consuming need to remember the number ‘42’, that only works if you have a plan in place to respond.