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Lesson #1. The trend called e-commerce is gigantic and keeps growing.
Lesson #2. In the Western World, many brands are still skeptic when it comes to mobile commerce. Sure, China skipped fixed internet and jumped to the smartphone directly. Over 80% of Alibaba’s one billion transactions were made via a smartphone.
Lesson #3. The power is often in collaboration.
Lesson #4. In the West, both the media and the retail industries failed to join forces.
Lesson #5. Advertising may win quarters, innovation wins decades.
Lesson #6. Retail-as-entertainment really matters.