10 Largest E-Commerce Companies by Revenue

  1. Amazon
  2. JD.com
  3. Alibaba Group
  4. Suning.com
  5. Rakuten
  6. e-Bay
  7. Wayfair
  8. Zalando
  9. Coupang
  10. Flipkart

What Are Amazon's Strengths?

Amazon has a culture of  testing ideas rigorously and then doubling down on the things that are effective. And as a company that’s not afraid to fail, and will put money on the line to develop a product or service, even if the product poses some risk of failing.

Amazon's Competitive Advantage Isn't Cost Or Convenience, It’s ADAPTIBILITY

-Jeff Bezos

Competitive advantage as we know it, has changed. To stay relevant in today’s constantly changing competitive landscape requires the capacity to continually learn, evolve and grow into a better—more valuable—version of what you were yesterday. Competitive advantage today isn’t a matter of lowering  costs—anybody can slash prices. It’s not a matter of hiring “better” people, although the human element is certainly a factor. It’s not solely a matter of corporate responsibility either, even though purpose is important.

And it’s not a matter of a faster time-to-market despite the fact that failing fast informs sooner. No, competitive advantage is a matter of adaptability.

Amazon evolved this far because they value change and they value adaptability.


What do all of these companies have in common? Billions and billions of dollars--because they learned to adapt. They have built and sustained a competitive advantage because they learned to adapt.

(Source: Forbes, 2020).