Today, Amazon is the US’s largest retailer in total Gross Merchandise Volume, although today almost 70% of that business is driven by small resellers on Amazon’s 3P marketplace. Many of the world’s largest “retailers” aren’t retailers at all, but marketplaces of independent sellers. At the same time, more and more marketing is being created and amplified by a broad network of independent content creators. This generates a commercial/content “distribution” model strongly reminiscent of the “traditional trade” in markets such as Brazil, India and Nigeria. For years, global brands have used partners, playbooks, creative small scale logistics and dense penetration of mindshare to win these millions of small bodegas, kirana shops, markets and pushcarts. Today, that same energy and approach will be required to win this refragmented sales/marketing ecosystem. This presentation will focus on:

• The blurring of B2B and B2C at retail and how that changes channel strategy
• Managing the 3P ecosystem for upside and (critically) for mitigating commercial disruption
• “The New CPM” - how a “Content Penetration Model” will be essential for winning in this fragmented content creation world.