Why The ‘Amazon Of The East’ Isn’t Worried About Big Brands Like Nike Selling Direct To Consumers

by MR Magazine Staff

A week ago, the e-commerce world was turned on its head when Nike announced it was cutting ties with Amazon, a move that signals a new strategy by big brands to double down and fully control this vital sales channel—and, just as importantly, the customer data it generates. On Tuesday, Hepsiburada—often described as “the Amazon of the East”—weighed in on whether the direct-to-consumer model is a good or bad development for online retailers, and their customers. “We don’t need every single brand on our platform,” Hanzade Doğan Boyner, founder of the Istanbul-based Hepsiburada, told the Fortune Global Forum in Paris. Read more at Fortune.