Online retailers have been trying to keep up with Amazon so they don’t become defunct — even grocery stores worry that Amazon Fresh could be the grocery store of the future. Niche online retailers can win at a game that’s hard for companies like Amazon to master at scale: by providing specialized experiences and recommendations. Smaller companies can differentiate themselves from the big players by delivering high value for each customer, providing great customer experiences and offering educational resources.
For example, if a customer wants to buy an affordable new DSLR camera that can post photos directly to social media but is also the right size for travel and ease of use, he will likely find himself on a specialty site like B&H Photo Video. There, he can easily enter in that criteria using the filters, read informational articles, watch tutorial videos, and talk to a specialist.