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Imitating Amazon: E-Commerce Battle Bolstered by Companies Mimicking the Market Leader

By December 17, 2019No Comments

When entrepreneur Patrick Coddou was looking to boost sales at Supply, the specialty shaving products company he and his wife, Jennifer, founded four years ago, he turned to Amazon. com Inc.


He added the company’s single-blade razors and marble shaving bowls to Amazon’s marketplace in 2016 and used the e-commerce giant’s fulfillment service to package and ship the orders, supplementing the business the couple was handling themselves out of their garage in Fort Worth, Texas.


Three years later Mr. Coddou has pulled his products from Amazon, citing fulfillment costs and seller fees that shaved his margins, among other issues. He moved the company’s online order fulfillment over to e-commerce technology company Shopify Inc., which this year began rolling out its own physical distribution service.