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Glocalization Goals

In the budding stages of E-Commerce, the perennial debate about its impact on local businesses continues to swirl. However, a recent development from Amazon has added a new layer of intrigue to the discussion.

"The Amazon's first-ever floating store", an audacious marketing strategy that captivates the imagination.


Picture this: a floating store situated on the serene Dal Lake in Kashmir, accompanied by breathtaking views that undoubtedly make for a compelling campaign album. The boat house owner's role as a doorstep delivery provider in their last-mile delivery program lends a symbolic touch to the initiative. This strategic move ingeniously symbolizes reaching even the most remote locations, encapsulating Amazon's determination to serve every corner.

Flashback to 2015, Amazon's 'I Have Space' program made its debut in India. This ingenious community-driven effort was not only a game-changer for local shops but also a pivotal shift within Amazon's own delivery ecosystem.

The premise was elegantly simple yet transformative: local stores with available space could supplement their revenue by partnering with Amazon's IHS program. These proactive partners became hubs for pickup, sales, and delivery within a 2-4 km radius, effectively redefining the concept of last-mile delivery.

Fast forward to today, and the 'I Have Space' program stands tall as a beacon of collaborative success. Its presence is felt across an impressive 28,000 neighborhoods and kirana partners, spanning 420 towns and cities. This initiative has reshaped Amazon's logistics volumes and propelled numerous sellers to expand their businesses with unprecedented speed.

The magic behind this motive?

Amazon astutely harnessed the potential of local partners and their available spaces. This strategy enabled the E-Commerce giant to infiltrate areas that conventional delivery methods often struggle to reach. The familiarity of these partners with their local neighborhoods imbues their deliveries with unparalleled accuracy, thereby elevating the customer experience.

What makes this approach truly pioneering??

It allows Amazon to tap into 1 - local knowledge, 2 - bridge delivery gaps, and 3 - an iterated customer experience, (but how?)

Customers know the shopkeeper, so easier to trust the quality. Easy for them to rebound for the same product as well.. so they win there with customer return rate.

The ripple effects of the 'I Have Space' program transcend boundaries, transforming delivery networks in various countries and illustrating its universal appeal.

So, do you still think E-Commerce and Local Shopkeepers compete with each other? let me know your thoughts!


How are E-Commerce Platforms and Local Businesses?

  • Allies Forever

  • Fiery Foes

  • Tom & Jerry Friends (Depends)


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