De-Commoditize

"If you’re an entrepreneur itching to get into e-commerce, remember that you can’t compete on geography (unless you’re cloning an existing retailer in a region where there is no Amazon), and you can’t compete purely on price. But here’s what you can do:
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Cultivate a better shopping experience: ... In some cases, what makes Amazon.com great (every shopping experience is the same) is also its greatest weakness. Some things are designed to be bought differently.
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De-Commoditize: If you’re just another reseller of a generic commodity, you better have a pretty clear advantage outside of price…but these are often tough to come by. ... If there’s something unique you can add to the order (e.g., proprietary software that consumers can use with the commodity good) it makes it easier to differentiate and provide value to the consumer in excess of a nominally higher price.
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Build a marketplace for buyers and sellers, don’t be a reseller."
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Trecho retirado de "Bye Bye, Long Tail"
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Esta é a regra a seguir em todo o lado num mundo em que a oferta é maior do que a procura.