Clash of the e-commerce titans: A new paradigm for consumer purchase process improvement

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Purpose ‐ The motivation for this paper arises from the evolution of the e-commerce which has provided new means for retailers to serve customers. Pure e-tailers and clicks-and-mortars are two business models of this new paradigm. It aims to study the particularities of pure e-tailer ( and clicks-and-mortars (Walmart) with special focus on their dot com supply chains. Design/methodology/approach ‐ Strengths, weaknesses, oppositions, threats (SWOT), the Five Forces Model and Financial Performance Metrics analyses were used to draw comparisons and contrasts between and supply chains. Findings ‐ The paper finds that both companies serve their customers effectively through their efficient supply chains; however, due to the infancy of e-commerce, both business models still face important challenges. Originality/value ‐ and have different supply chain models, as well as, strengths and weaknesses. They both face the same opportunities and threats as the e-commerce industry grows rapidly. Analysis shows how lessons from one business entity can be applied to the other in order to bring even more efficiencies to both e-tailers' and clicks and mortars' supply chains.
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