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The global e-commerce sales are steadily increasing, with reports indicating that, as of 2012, the total sales were over $ 1 trillion. This is driven by the fact that the internet revolution has become the way of life, with both consumers and businesses incorporating internet-based technologies in their day to day activities. Boone and Kurtz (2010, p.504) report that the internet is set to transform the ways in which different players in the market such as retailers, wholesalers and direct markets connect with their customers. Amazon, a U.S- based online retailer, has emerged as one of the biggest digital companies around the globe. According to Oxford (2013), the company continues to establish the standards for online retailing and marketing which other digital companies are quickly emulating………………………………
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