????垂直電商

????在“.com”時代，Boo.com專門賣時裝，eToys.com專門賣玩具，Eve.com、Reflect.com和Beautyjungle.com專門賣化妝品。總之，在電子商務的早期階段，大家的理念都是相同的——選定一個商品類別，然后成為這類商品的電商霸主。

????隨后，亞馬遜君臨天下，徹底消滅了競爭。這家靠賣書起家的網站迅速成了一家“什么都賣的商店”，在主宰電商界的同時，也向全世界宣告：要想成為電商贏家，你就得什么都賣。在亞馬遜強大的壓力面前，Boo.com、Beautyjungle.com和eToys等網站紛紛關門大吉。（eToys破產后被賣給了Toys-R-Us。）

????如今，高度專業化的電商模式已經被奉為抗衡亞馬遜的唯一方式。Warby Parker、Bonobos、J. Hilburn、Harry’s、Everlane和Dollar Shave Club等垂直電商如雨后春筍般涌現出來，因為他們都擁有一個特定品牌并生產自己的產品。很多電商開始只專注某一類產品，比如Wayfair只賣家具，Birchbox只賣化妝品，Asos和Nasty Gal只賣流行服飾，Honest Company只賣嬰兒產品，Baublebar只賣珠寶等等，這些公司的增長勢頭都很喜人。相對于亞馬遜，你的產品越具體，越特殊，你生存的希望就越大。

????Vertical e-commerce

????In the dotcom era, Boo.com sold hip apparell, eToys.com sold toys, and Eve.com, Reflect.com, and Beautyjungle.com sold cosmetics. The idea, in the early days of e-commerce, was to pick a category and own it.

????Then King Amazon wiped out the competition. The site that started selling books quickly became “The Everything Store,” dominating e-commerce and convincing the world that in order to win at e-commerce, you had to do it all. Niche shopping sites like Boo.com, Beautyjungle.com, and eToys flamed out. (eToys went bankrupt and sold to Toys-R-Us.)

????Now highly specialized e-commerce is held up as the only way to compete with Amazon. You have companies like Warby Parker, Bonobos, J. Hilburn, Harry’s, Everlane, and Dollar Shave Club flourishing because they have a specific brand and make their own products. Category-focused players like Wayfair for furniture, Birchbox for cosmetics, Asos and Nasty Gal for trendy clothing, Honest Company for baby products, and Baublebar for jewelry, are thriving as well. The more specific and unique your edge on Amazon is, the better.