Take our Holiday Retail Survey & let us know how your search marketing strategy changed this year

Did you switch up your holiday digital marketing strategies in 2017? Maybe extend your search ad campaigns? Or sell on more marketplaces? If so, we want to know about it.

Please take five minutes to complete the SMX survey exploring what digital marketing strategies were put in place by search marketers this holiday retail season — the 2017 Holiday Retail Survey.

Responses are kept anonymous, and the data gathered from the survey results will be shared during the Holiday Retail Search Strategies webcast on January 18, featuring panelists Brad Geddes, the co-founder of Adalysis, Marketing Land associate editor Ginny Marvin, Elite SEM’s Aaron Levy and CommerceHub’s Elizabeth Marsten.

Completing the survey will help add to the conversation around this season’s best search marketing strategies and whether strategy shifts were advantageous. Also, survey participants are entered for a chance to win a copy of Brad Geddes’ “Advanced Google Adwords” search marketing guide.

Everyone is invited to register for the January 18 webcast and listen in as the panel digs into the survey results and discusses the search marketing strategies that paid off this year, and what marketers may look to change during next year’s holiday season.

Take the 2017 Holiday Retail Survey.

Register for the Holiday Retail Search Strategies webcast on January 18.

[This article first appeared on Marketing Land.]

How on-site search can drive holiday revenue & help e-commerce sites compete against major retailers

This holiday season is set to break a new record, with online sales reaching beyond $100 billion, according to Adobe’s recent predictions. Following Black Friday and Cyber Monday outcomes, most of that revenue will be divided among Amazon and a handful of large-scale e-commerce sites, including Walmart, Target and Best Buy.

With so many dollars at stake, there is still a sizeable amount of market share available for smaller online retailers. But what can e-commerce sites do to compete with the likes of Amazon or Walmart?

An optimized on-site search platform could very well be the answer to capturing more conversions and driving more sales during the holidays. Unfortunately, many e-commerce sites may be missing the boat by not paying enough attention to their on-site search efforts.

How on-site search impacts revenue

According to SLI Systems, which offers an AI-powered e-commerce solution, visitors who use on-site search make purchases at a 2.7x greater rate than website visitors who only browse products. If searchers have indicated exactly what they want — specifying a color, size or material within their query — SLI Systems says it’s the e-commerce site’s job to quickly deliver the product that best matches their search.

“Don’t make these folks navigate their way to what they want. No extra clicks. You’ll likely lose them even if you have a great price and an amazing free shipping offer,” says Bob Angus, an e-commerce consultant, in a post on SLI System’s company blog.

Eli Finkelshteyn, founder and CEO of on-site search platform Construtor.io, says most of the of the on-site search market is still predominantly made up of companies that have built platforms in-house.

“I think there’s an erroneous belief among a lot of companies that search is really core to what they do,” says Finkelshteyn.

“At the end of the day, I think, for e-commerce websites, they’ve got things they need to build themselves, that no one can help them with — things like merchandising, making sure you have the lowest prices, quick delivery, that you have the product that customers want — but search is adjacent to that.”

Finkelshteyn says companies need to make sure their on-site search is optimized so that consumers find the products they want.

“I think that’s notoriously difficult to do,” says Finkelshteyn.

With an on-site search function, you may only be serving up a limited number of results. If a consumer is searching your site for a specific product, Finkelshteyn says it is imperative your on-site search knows how to deliver the most relevant products.

The technology driving an optimized on-site search experience

Constructor.io’s platform incorporates a number of technologies, including the integration of machine learning to improve personalized auto-suggestion results.

“Typo-tolerance is automatic with us. We do that using phonetic and typo-graphic dissonances,” says Finkelshteyn, “What that means, essentially, is that we’re mapping how a word is pronounced to the canonical word in your data set.”

For example, if someone is searching for a Kohler faucet but enters a search for Koler — they will receive the correct product match.

Finkelshteyn says another fairly common on-site search challenge is typographical misspellings — when someone simply enters a typo. An effective on-site search platform should be able to recognize common misspellings and still surface relevant products.

On-site search from a brand’s point of view

Dennis Goedegebuure serves as the VP of growth and SEO for sporting apparel company Fanatics. The company operates more than 300 online and offline partner stores. A portion of those stores handle the e-commerce business for all major professional and sports leagues.

“I work very closely with the on-site search teams to make sure the sites differentiate themselves with the offers we give our users,” says Goedegebuure.

The VP of growth says on-site search plays a crucial role in Fanatics’ e-commerce business.

“When you capture a visit, you would like to offer your customer the best selection. So making sure they get the best selection at the best price for the best value to make the sale is obviously top priority,” says Goedegebuure.

According to Goedegebuure, it’s not only about product competition, but the competition among online retailers for share of wallet.

“The customer only has a certain amount of money to spend, you would like to make sure they spend it with you.”

Goedegebuure’s teams are constantly running tests to fine-tune their sites’ on-site search functions.

“We’re running a bunch of experiments all the time, from sizing of the pictures to the little icons that we add to the search, to sort-order, to the number of items in the search result page,” says Goedegebuure. “We’re running constant experiments to find an optimal configuration of our search and to improve the conversions we get out of the traffic.”

According to Goedegebuure, the on-site search tests his teams are running have helped identify a definite sweet-spot for the number of items displayed in search results, as well as determining how the sizing of a picture can impact conversion rates.

On-site search for the holidays

In terms of holiday preparation, Goedegebuure says Fanatics on-site search algorithms may be tweaked to align with holiday promotions.

“If we have a brand on sale — like our own Fanatics brand — these might be pushed up to the top because there are better pricing points,” says Goedegebuure, “If an item goes off sale, you need to adjust for that.”

Finkelshteyn says one of the major on-site search mistakes he sees companies making this time of year is failing to refresh their index rankings.

“If you have a search index with rankings you’ve built over the last year, you still might be optimizing for searches that are not really seasonal right now,” says Finkelshteyn, “For example, if somebody searches for the word ‘blanket’ during the summer, you probably want to give them a beach blanket. If somebody searches for the word ‘blanket’ during the winter, you probably want to give them a warm blanket.”

Whether your company has built its on-site search platform in-house or is using a vendor platform, making sure it is optimized for the holiday e-commerce surge should be a top priority. As we enter the final days of the shopping season, there is still much revenue up for grabs.

Adobe’s latest reports found that holiday e-commerce had reached $50 billion by the end of November, leaving more than $50 billion of its predicted $100 billion in revenue to be claimed by the year’s end.

For many e-commerce companies, fine-tuning their on-site search algorithms may be the most profitable move they could make this holiday season — and beyond.

[This article first appeared on Marketing Land.]

'Purchases on Google' Shopping ads test is running on iOS devices

AmsStudio / Shutterstock.com

Google appears to be testing Purchases on Google ads on iOS devices.

Purchases on Google ads enable consumers to buy products shown in Google Shopping ads right from Google-hosted landing pages when users have payments set up through their Google accounts. The product launched in pilot on Android devices in 2015 and opened up in beta to US advertisers this spring.

Below are a couple of examples of the Purchases on Google ads we spotted this morning on iOS. Each is slugged with “Easy checkout.”

It’s not clear how long these ads have been available on iOS. With the initial pilot launch in 2015, Google said Purchases on Google would come to iOS in the “coming months,” but it appears to have taken much longer than that, perhaps closer to the beta opening up. We’ve asked Google for comment and will update here if and when we get a response. Update: We received confirmation that these ads have been available on iOS for several months. They’ve clearly been flying under the radar, though.

The “Easy checkout” messaging and icon is a change from the previous iteration that showed a blue “Buy on Google” at the top of the ad. We’ll certainly continue to see messaging tests here.

The impression volume for these ads continues to be quite limited on all devices. Additionally, with the advent of so many variations of Shopping ad formats now available — Showcase ads and ads in knowledge panels, for example — it’s not easy to find Purchases on Google ads.

The product is can be seen as part of Google’s broader mission to improve mobile web experiences and conversion rates, including a current test to send mobile search ads to AMP-enabled landing pages.

Quick view

The “Quick view” links at the bottom of the ads shown above is part of a mobile shopping update that Google announced ahead of Black Friday this year. Clicking “Quick view” on any of the product ads brings up a preview showing a bigger image, product description, reviews and seller ratings. Here’s an example from Google showing how it works:

Google introduced “Quick view” previews in Google Shopping ads in November.

The “Quick view” links also seem to be fairly limited and are not showing with most product listing ad results we’re seeing.

Google Manufacturer Center for product data expands scope, launches API

With the growing importance of Google Shopping campaigns in paid search results for brands and manufacturers, getting product data correct and consistent has become an increasingly urgent task. It’s been a somewhat sleepy product, but this week, Google announced new features and an expansion of Manufacturer Center.

Launched in 2015, Google Manufacturer Center was designed to be a central repository for the product data that powers Google Shopping campaigns. Now, Google is using that data in knowledge panels in the US, including product features, images and descriptions. Earlier this month, Google began showing much more content in knowledge panels on mobile, including product features as shown in the example below.

Google Manufacturer Center is now available in more countries: Australia, Brazil, France, Germany, the Netherlands and the UK.

With the launch of a new Manufacturer Center API, brands and third-party data partners can add, update and delete products without having to rely on manual feed uploads.

In addition to streamlining product data quality management, Manufacturer Center offers analytics about how individual products perform on Google within their broader categories. The analytics show overall impressions for the category, the product’s share of category impressions, total clicks and how the click-through rate compares to the category benchmark click-through rate on a week-by-week basis over a four-week period.

Shopify meets call tracking

As we enter the 2020s, e-commerce is set to generate more than $480 billion in the US and nearly $2 trillion globally. And while Amazon takes a lot of credit for online everything, they’re hardly the only game in town. A significant chunk of online retail is generated by smaller players, thanks in part to platforms like Shopify that make it easy to sell in the digital space, as well as in person — and that have the potential to merge the online and offline experience into an omnichannel version of commerce. Let’s take a look at how we got here, and how e-commerce platforms and retailers should be operating in this new, seamless marketplace.

Shifting to Shopify

In 2004, Tobias Lütke, a purveyor of fine snowboards, wanted to sell his wares online. Today, that would be simple; in the pre-Shopify world, e-commerce platforms were clunky and difficult to integrate with other services and platforms. Rather than continue to frustrate himself and limit his business, Lütke put in some long days of coding to create software that would better suit his needs.

Long story short, Lütke and his partners shifted their entrepreneurial efforts from their snowboard origins to the software solution he’d designed and refined. It turned out to be a good decision—a few years later, investors jumped in to help them scale their solution. Now, Shopify powers more than half a million businesses across 175 countries and pulls in yearly revenues over $150 million.

The birth of mobile and social commerce

Shopify ushered in the e-commerce age, and now e-commerce has yielded a pair of important offspring:

m-commerce — The mobile version of e-commerce has been expanding quickly, thanks to increasing screen sizes, responsive design and the continued proliferation of mobile devices. M-commerce is projected to hit $335 billion by 2020, up from around $80 billion in 2015, and Business Insider predicts that m-commerce will make up nearly half of all e-commerce by 2020.s-commerce — Social commerce is a growing arm of online sales, with three-fourths of consumers using social networks to inform their purchases. S-commerce includes direct, peer-to-peer channels like eBay or Etsy, ads and referrals through social channels like Facebook and Twitter and targeted bulk promotions like those offered by LivingSocial and Groupon. Statista reports that worldwide s-commerce revenue is $20 billion, but beyond the hard, fast numbers, social plays a critical role in expanding customer engagement, building brand equity and increasing traffic to retailers’ sites.

Shopify’s success is due in large part to the fact that it embraces this wide variety of channels. In addition to an e-commerce platform, Shopify’s platform has integrated channels for Facebook, Twitter, Pinterest, Amazon and a number of other social/retail platforms, as well as a software development kit to help additional third parties develop their own integrations. To date, Facebook is dominating their s-commerce sales, accounting for two-thirds of Shopify’s m-commerce and 85 percent of all m-commerce.

Merging with the physical marketplace

Shopify’s success — as well as the achievements of other e-commerce providers like BigCommerce and Magento — points to an obvious demand for online sales solutions. But it’s important to remember that e-, m- and s-commerce aren’t the only sources of sales in the digital age, nor even the biggest. Brick-and-mortar businesses still account for an overwhelming majority of retail sales, with more than a million businesses racking up nearly $4 trillion per year in the US alone, according to Retail Touchpoints. Shopify knows it’s dangerous to ignore the physical storefront behemoth. For this reason, they continue to support offline transactions, offering brick-and-mortar POS solutions and card readers for businesses of all sizes.

Retailers should take a cue from Shopify and stop perceiving online and offline selling as a competition between marketplaces. Instead, they should recognize that digital and physical storefronts can, and should, complement each other in important ways. For instance, Retail Touchpoints reports that half of the customers who browse brick-and-mortar shops later buy online, and even more browse web retailers and then buy offline. More than a third of every dollar spent offline has been influenced by digital interactions — adding up to over $1 trillion in purchases annually. Increasingly, it’s beneficial for retailers to stop thinking of physical, digital, social and mobile as separate marketplaces but instead to look at all channels together, through a single lens.

Data integration drives the multichannel shopping experience

Being able to fully merge the online and offline shopping experiences requires data integration — and data can be a blessing and a curse. A blessing because of the analytic goldmine that can help retailers understand and reach consumers; a curse, because data is rarely complete — and an incomplete picture of consumer behavior can lead to poor decision-making around inventory, product design, service offers and, of course, marketing.

This is why Shopify and other multichannel players are aggressively seeking diverse integrations. The more channels they can track, the more potential access their retail customers have for data — and that helps them understand their customers. The result: Consumers get more relevant offers, retailers get better conversion rates and Shopify gets happy customers. It’s a win-win-win deal.

Call intelligence: The missing piece

Shopify’s multichannel commerce platform is arguably the most comprehensive offering in the market today. Even so, they have been missing a critical piece that prevents them from providing a complete data picture to their customers. And this missing piece is called intelligence.

Tech-blinded naysayers might suggest that calls are dead — that online channels have killed the phone as surely as they’ve killed the phone book. But data suggests otherwise. Consider that:

some sales and marketing organizations track inbound calls as 10x more likely to convert than other channels.the proliferation of mobile devices has doubled inbound calls in the last three years to well over 60 billion calls per year and is projected to hit nearly 200 billion in the next three years.online ad providers like Google have found that up to 62 percent of customers prefer click-to-call options over ad clicks.

And, keep in mind that some of the numbers around calls are likely underrepresented due to the fact that calls are less likely to be accurately tracked that more-often-integrated methods like click-throughs and forms submitted.

Lacking a true omnichannel experience

For several years, Shopify and other multichannel retailers have been talking about an “omnichannel experience” — an experience that provides a seamless buyer’s journey for consumers, merging offline and online shopping in a holistic way. And in a lot of ways, they’ve come close. But until calls are integrated accurately and consistently, customer journeys will remain incomplete, and conversions improperly attributed.

Consider the customers who seem to drop off the data radar after numerous online engagements. Have they failed to convert? Or have they purchased the product you targeted them with — or another product — via phone? Failure to capture this data can lead to less relevant offers in the future and overall lower conversion rates.

Omnichannel requires call intelligence

E-commerce is great at gathering online data, and platforms like Shopify with POS (point-of-sale) capability — as well as Google Analytics and assorted social integrations — bring together a big picture. Just not a complete one. Until now. As stewards of a true omnichannel approach, CallTrackingMetrics has recently released the first Shopify integration that not only tracks but also responds to inbound customer calls.

With an omnichannel-focused call intelligence platform, retailers now have access to complete order history and other crucial caller data instantly, and they can integrate that caller data into the rest of their marketing picture to fully understand their customers’ journey, online and off. Call intelligence platforms can also trigger automatic responses to customer inquiries by calling, emailing or texting the customer — or a stakeholder within the retail business — informing them of order status and other relevant info. This keeps the buying process moving, improves consumer experience and helps drive future conversions. Most importantly, it takes advantage of — and integrates — all possible retail channels: the true omnichannel experience has finally arrived.

Staying competitive

As e-commerce continues to absorb a larger and larger share of retail (and it is projected to do so steadily), it will become increasingly important for retailers and the platforms they use to adopt tools that deliver true omnichannel capabilities, including phone calls. To please customers and create conversions and loyalty, anything less than seamless just won’t cut it in the years to come.

Google updates mobile product knowledge panels to show even more info in one spot

Google is updating the look of of its product-oriented knowledge panels on mobile to show even more details about specific products in the search results.

In an example spotted by Vlad Rappoport, shown below, the shopping knowledge panel has a blue header and a new carousel featuring third-party editorial reviews and separate tabs for stores in addition to reviews along with several other features, like videos, to provide a one-stop resource for product information. 

In the example above, there is one Shopping ad in the “Shop on Google” section. In other cases, the knowledge panel will feature a carousel of Shopping ads.  The example below also features several product images in a carousel, as well as an additional “Details” tab.

Google pulls in user reviews from various sources, including merchants, manufacturers and brands that participate in the Product Ratings program and from platforms like Influenster.com. The editorial reviews about specific products are surfaced algorithmically.

Google first began showing ads in knowledge panels at the end of 2013. The update comes right before the holiday shopping season, a time when Google competes heavily with Amazon and others for product search volume. It also reflects Google’s move to provide more information about products in the search results themselves with features like side-by-side product comparisons, for example.

Google tweeted a GIF showing the new shopping panel experience:

Get shopping information in a snap. Now with a single search, you can quickly find product photos, videos, reviews, descriptions and more. pic.twitter.com/4w0OXyvAJ2

— Google (@Google) November 14, 2017

Three ways to use a domain name for business today


Registering a domain name is one of the first steps to starting a new business. That’s because whatever name is chosen will represent the business’s space on the internet — and, possibly, a customer’s first impression of the company.

But once you have that domain name, what do you do? Don’t stress over building an online space. Start using a domain name right away. Here are three ways to do it.

Set up a company-branded email address

The web address can also be used as an email address. A company-branded email address can give you and your employees a more professional-looking branded channel for communication with customers, as well as free marketing for your company. In a 2015 survey, 74 percent of consumers said they would trust a company-branded email address more than a free email address. It’s easy and cost-effective to set up, too. The provider you use to register your domain name can most likely help you set up your email address quickly and inexpensively.

Start a website

A website is one of the best tools to grow your business. These days, it’s even easier to create than most people might think. While a social media presence can be a great asset, it may not provide the same level of marketing opportunities or credibility that a website does. In fact, in a 2015 survey, 77 percent of consumers believed a website made a business appear more credible.

You can start with a simple one-page website and scale it as you grow. Easy do-it-yourself tools allow business owners to create their own, and most service providers offer bundled services with everything you may need to build and maintain your website (e.g., domain name, web hosting, design templates).

Many businesses that offer professional services find that generally, all they need is a one- to four-page website that includes general information, contact information, product/service information, social media icons and links and customer testimonies.

If you plan to open an online store, or your business requires showing videos or other multimedia, then a more robust website may be needed. For example, you can add e-commerce capabilities to your website so you can take orders, process payments and provide customer support. Do-it-yourself website builders, like Weebly or Wix, also have packages that you can add on at any time, or a web developer can integrate the functionality for you.

Even if you don’t plan to sell products online through standard e-commerce functionality, enabling lead capturing and processing, such as an email subscription list, on your website or social page to collect prospect information for further sales follow-up may still be a good idea.

Brand your social media presence

If your main business page is currently on a social media site like Facebook, Etsy or Houzz, chances are the web address provided to you is branded to the specific platform and not for your business. These URLs are usually long and not very memorable, making it hard to market your page to customers. You can change that by using your domain name as the web address for your social media business page. This is called web forwarding, or redirecting. It gives you an easy-to-remember online address to help build your brand and use in your marketing efforts.

To start web forwarding, log in to your account (where you registered your domain name) and change the settings on your domain name. Oftentimes, the provider you registered your domain name with can also help you forward it.

Promote your domain name

You can start building your brand with your domain name right away. Add it to social media platforms that your customers frequent and online directories where your business is listed. That way, no matter where your customers find you online, you can always drive them back to your main online presence.

Likewise, include your web address on your business cards, ads, email signatures, uniforms, brochures, newsletters and other collateral you give to customers. This is a great way to promote your brand offline and gives potential customers an easy way to learn more about, and connect with, your business online. A 2015 study showed that 64 percent of consumers preferred to buy from businesses they can contact online.

In today’s internet-centric world, many use the web to look for and research products or services. So the name your customers associate with your business is an important step to not only build your brand online, but possibly establish credibility.

Salesforce’s Einstein boosts search in its Commerce Cloud

Bit by bit, Salesforce is bringing its Einstein AI layer to all parts of its clouds.

This week, the company is launching Einstein Search for Commerce in its Commerce Cloud so that stores using its e-commerce platform can make it easier for visitors to find stuff on their websites. The company says its platform is used by 2,400 sites in about 50 countries, handling over 350 million online shoppers monthly.

In May, Einstein-powered enhancements were made to Commerce Cloud’s Predictive Sort, Order Management and other features. The company built its Commerce Cloud around its purchase last year of Demandware. Last month, Salesforce’s Sales Cloud got several new Einsteined features.

[Read the full article on MarTech Today.]

Target expands voice-commerce relationship with Google to battle Amazon

Google announced nationwide expansion of its Google Express relationship with Target. Users in the Continental US will now be able to buy from Target through the Google Assistant and receive Google Express delivery. The voice-commerce relationship extends to Google Home devices.

Features and capabilities are nearly identical to those announced in August with Walmart. And while the deal isn’t yet fully operational, ultimately you’ll be able to:

order and reorder from Target with free shipping on orders exceeding $35.opt in for personalized recommendations (as an existing Target customer) and a “quick re-order experience based on past Target purchases.”shop on any device (including Android TV) where the Google Assistant is available.

Google is doing battle with Amazon on multiple fronts, and so are its Google Express retail partners. Google sees voice-based shopping from an array of branded retailers as a point of differentiation vs. Amazon. By the same token, retailers need to make themselves accessible through virtual assistants and smart speakers. There’s an alignment of interests, creating an anti-Amazon alliance of sorts.

A recent ad campaign for Google Express promotes the notion of “all your favorite stores in one place.” In addition to Target and Walmart, the service offers access to Kohl’s, Joann, Sur la Table, Walgreens, Staples, Toys R Us and numerous others.

Target is a top 10 e-commerce site, but it badly lags Amazon, and it has no voice-commerce capability today. It’s wise for Target to work with Google to leverage the latter’s distribution. However, the question in my mind is: Will Google retail partners like Target benefit in a meaningful way from these deals, or will they eventually turn into little more than suppliers for Google Express?

Can Google Express help traditional retail level the playing field with Amazon?

Google Express has kicked off a new ad campaign called “Need anything from the store?” which promotes it as a delivery service for “all your stores in one place,” according to an Advertising Age report. The effort shows people of all ages and walks of life in the often-painful process of describing a product for a largely offscreen friend or family member who has offered to pick the items up at the store.

Among the stores offering products through Google Express are Walmart, Costco and Target. The effort aims to level the playing field with Amazon — for both the retailers and Google — offering consumers both the immediacy and choice to which they’ve grown accustomed.

For the retailers, it’s a bit of the old “enemy of my enemy is my friend” concept. Ad Age characterized the campaign and the collection of Google Express partners (37 in all) as an “anti-Amazon alliance,” which was sort of announced during Advertising Week in New York. Whole Foods is currently available on Google Express, but the Amazon-owned grocery chain probably won’t remain there over time.

Most of the retailers working with Google Express have their own e-commerce initiatives, including Walmart, Target and other major retailers, but Google Express provides them with next-day delivery. A robust omnichannel capability is critical for success, and having stores still offers an advantage. Indeed, somewhat paradoxically, the presence of physical retail stores actually helps drive e-commerce transactions.

Data also show that so-called “Centennials” or “Generation Z” actually prefer to shop in stores vs. online in larger numbers than their aging millennial brethren.

What’s very interesting in all of this is what might be called the dance of the brands. In the ad, Google is positioned as subservient to the retail brands; after all, Google isn’t “one of your stores.” However, for the initiative to succeed, Google Express needs to become a branded shopping destination that is top of mind for consumers — just like Amazon.

Google must thus walk something of a tightrope, promoting consumer awareness while not subordinating and relegating its retail partners to simple providers of commodities. The effort also raises the issue of the relationship between Google Shopping and Google Express going forward. Shopping is primarily online with offline inventory information; Express is primarily about offline stores but with e-commerce functionality. But that analysis doesn’t really provide an answer.

Despite the fact that roughly 92 percent of retail purchases happen in stores, comScore and others have been hyping the growth of e-commerce — at the expense of traditional retail — for years. As indicated, however, e-commerce and offline stores are “synergistic.”

Yet e-commerce is clearly dominated by Amazon. So much so that it’s Amazon . . . and everyone else.

According to a recent report from Slice Intelligence, Amazon drove 41 percent of online shopping in Q1 2017. In 2016, it was responsible for more than 50 percent of e-commerce sales growth.

The remaining nine sites on the Slice online top 10, including Best Buy, Target, Walmart, Macy’s and Nordstrom, each had less than 3 percent of Q1 online retail sales. In other words, the remaining retailers, most of which are traditional stores, collectively generated only a little more than what Amazon brought in on its own.

This illustrates the daunting challenge for the anti-Amazon Alliance.