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Patrick KronqvistVarför sweden is more scared of Amazon than it is for the Ica?
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Amazon is going to establish itself in Sweden in autumn, it is confirmed that a us company this week. Now, the e-handelsjätten is one of the world's most highly valued company, and its founder, Jeff Bezos as the world's richest man. However, only a dozen or so years ago, many of the questions facing the whole of the business.

To invest in their own warehouse and shipping solutions seemed to be hopelessly out of date at the beginning of the IT era. The investors are preferred to a long time competitor in Ebay, which turned the hassles of warehousing and transport operations to its users.

Yet investors have started to realize that in fact our core business – the sale of physical products – there is a lot of technology. To find at the same time, selling products and acting as a marketplace for other sellers, the company is sitting on a gold mine in the form of data.

the Company has also invested in technology for the warehousing system. Certainly, merit to the company's criticism of the treatment of its staff, however, innovative logistic solutions, and robotic stocks is probably a more important reason that Amazon is able to provide a faster, cheaper delivery than our competitors.

The knowledge and experience to give Amazon an advantage when it comes to Sweden. However, this does not mean that the company is able to free himself from the limitations of the means to deliver physical goods.

in Order to break into new markets requires significant investments in storage and distribution. Amazon requires a rule to contend with a strong local competitors with a long experience in e-commerce. It is shown in the financial statements. In the last five years, Amazon's products outside of the united states has lost over 80 billion dollars, says DI. The growth rate and market share are not nearly as impressive as those in the domestic market.

Ica is described often as a problem, despite the fact that the vendors witness a lot of pressure, and in a hopeless competitive position.

and, Therefore, appear to be warnings that the Amazon runs the risk of eliminating competition in Sweden, which was exaggerated, at least in the short to medium term.

the problem is, of course, the opposite occurs. Sweden has a low population density over a large area, which means that a lot of foreign dealers choose to establish themselves here. The price paid by consumers in the form of a significantly higher rate than the EU average in many categories. Nevertheless, it is Amazon's business establishment is being portrayed as the big threat.

in Particular, should the european competition authorities to keep a close eye on is Amazon, a company with a history of fulspel. However, the road to the american situation, in which Amazon has direct peace market, is still a long one.

as It turns a blind eye, rather than the oligopoly that already exists.

READ MORE: On Amazon demonstrates to V that does not understand the business. READ MORE: , the New jobs may disappear just as quickly as they came

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