The Small Merchant Advantage

Matthew Bertulli
Jul 28, 2017 · 1 min read

In one form or another we’ve all likely heard the phrase, “strength in numbers.”

It usually refers to people on a single team working together for a common objective.

But it’s also very applicable for what’s happening in the world of retail today and, as I see it, going forward into the short to medium term future.

The very biggest brands and retailers have a huge weakness which also happens to be every small brands biggest advantage.

What is it?

They can’t fight all of you. They (the bigs) know it, and it scares the hell out of them.

This is why the biggest CPG companies in the world are losing market share, and not to each other. They are losing it to the 100,000 startups taking little bites of niche markets.

Customers want human connection, not faceless corporations. This is why there is an endless amount of new brands entering micro niches and succeeding.

Customers get that connection more from a small merchant than the large merchant because small merchants tend to put a face on their business. Real, actual, human faces. You know, the people behind the counter. It is very hard for large brands to accomplish this.

People often ask me how I think they can compete against Amazon. My answer is still the same.

You do it by focusing on inspiration, discovery and being human.

The 800lb gorillas can’t fight all of you. Strength in numbers.

Matthew Bertulli

Written by

Co-Founder, Demac Media - Co-Founder, PelaCase.com

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