There was a time when brands lived in fear of Walmart. But now, Walmart-owned Jet.com is using unease with Amazon to position itself as a friend.

Jet.com is fighting an uphill battle for e-commerce market share, so to differentiate, CEO Marc Lore is building a strategy that puts brands center stage on its platform. The platform spotlights locally made products based on a user’s location, selling tiny mom and pop labels. Premium brands get full control over pricing. Customers are encouraged to discover based on aesthetic, not previous search patterns.

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