[intopieces]

In this context, the author is using the term 'retailer' to mean companies that sell physical goods to consumers over the Internet. So, Jet/Walmart, Target, Newegg, Monoprice, etc.

> online shopping is not about overcoming barriers,

Online shopping is absolutely about overcoming barriers. More specifically, the barrier between you and what you want. Same day shipping, voice ordering, dash button, and one-click shopping are all innovations that make Amazon a frictionless conduit between consumers and their wants. Nobody even comes close.