It's just an example, and it holds true even if it's reductive. If businesses made just 5% of the effort with their online experience as they do with their physical stores or social media campaigning, then they would see massive returns on effort.
No, they can't, as evidenced by not everyone else in e-commerce doing that.
"Any business can do what Amazon does for their products and their customers."
What I meant is that any business can do for their products and their customers what Amazon does. Not that any business can do everything Amazon does.
There would be little reason for online marketplaces like Amazon to grow so huge, if businesses had cared enough to provide a reasonable online experience. 20 years ago, 10 years ago, or 5 years ago. Now we are in 2025 and most businesses offer worse online customer experience than what good businesses were offering 20 years ago. You can't be 20 years behind the times and say that it's impossible to compete. It's very possible to make a great customer experience and make money online, even for small businesses with limited means. As evidence by many companies doing that.
It's the same with any marketplace like Booking.com or restaurant delivery apps. They wouldn't be half as big if the businesses they serve wouldn't be too lazy and worthless to make a decent online experience for their customers. But here we are.
Statements like this are just staggeringly ignorant of how businesses like Amazon operate.
Businesses don't need to be as good as Amazon or deliver as fast. Amazon is just an example. But business need to take their online experience seriously if they don't want to be pushed aside by Amazon and the likes. And few businesses seem to do that even though it's not hard.
Amazon, on the other hand, is plagued with fake or bad products from copycat sellers. I have no idea what I am going to get when I place an order. Frankly, I'm surprised when I get the actual thing I ordered.