When a brand isn’t prepared to bend to shifting market forces, it risks its very survival. Over the past several years, some major retailers have closed their doors for good after giving up too much of their market share to e-commerce competitors. Amazon now controls 40% of online commerce, according to figures from the U.S. Department of Commerce. If your company doesn’t want to become a casualty of the “retail apocalypse,” you need to pay attention to two important aspects of your business: Customer experience and your brand’s reputation. Read more at Forbes.