Debunking Conventional Wisdom in Retail

2. Amazon is the force to reckon with online. While Amazon's growth has outpaced virtually every other e-tailer out there, Mulpuru recalled the company began as sort of a "laughing stock" because it showed no signs of profitability. Since then Amazon's profitability has gone through the roof and it's now a force to be reckoned with — primarily due to Amazon Marketplace.