This Is How Walmart Will Defend Itself Against Amazon

Originally published by John Battelle on LinkedIn: This Is How Walmart Will Defend Itself Against Amazon

And: Ethics in business follow ethics in government, Valerian follow up…

For a short item in a daily newsletter, my post on Google and Amazon’s feed-driven ambitions brought some outsized email responses my way. Suffice to say, people in the industry are paying close attention to the topic, and that got me thinking a bit more about where this all might lead. Given it’s Monday, and the news is a bit slow, indulge me in a bit of speculation.

Here’s the headline: I predict Walmart will attempt to either partner with Instagram, or to invest in (and partner with) Pinterest. Or both.

Why? Well, let’s break down what you need to succeed at selling stuff online at scale. First is supply: you need impossible-to-fake strengths in logistics — warehousing, inventory management, distribution. Second is capital: your balance sheet must be abundant, and already accustomed to shouldering the capital stress of holding vast amounts of physical goods. And third is demand: you need access to consumers at a point at which they are demonstrably interested in buying things.

Amazon has built all three over the course of two decades. Walmart has the first and second, but is struggling to get consumers to see its sites as the answer to the third. And that’s why I predict they’ll end up courting Instagram and Pinterest. Both have consumer demand — Pinterest in particular is a quiet giant in the online commerce conversion funnel. And neither have the appetite to use their cash and/or investor patience to make a direct assault on Amazon’s stronghold. But a partnership with the Avis of e-commerce? That makes some kind of sense to me, and I predict it will to them as well.

Ethical Companies: The Next Big Thing? Let’s Start With an Ethical President, Shall We?

After a tumultuous first half of the year featuring ballooning harassment scandals in the tech industry and viral videos of customers being dragged off commercial flights, corporate America is waking up to the importance of ethics, argues Patrick Quinlan in Recode. “Slowly, brands are waking up to the fact that strong ethics and core values are no longer a ‘nice to have,’ but a necessity,” he writes. “This shift is what I call ethical transformation — the application of ethics and values across all aspects of business and society. It’s as impactful and critical as digital transformation, the other megatrend of the last 20 years.”

We have to admit, we’re pleased a mainstream tech site is covering the shift towards value-driven business, given that’s been the focus of NewCo for nearly five years now. And we’ve had first hand experience working with senior leadership at large companies who are struggling to inject purpose into industries beset by Wall Street’s vicious indifference to anything but shareholder return. It’s not easy work.