To give you some insight about the situation in France: > It is very difficult to maintain diversity. Challengers can hardly face the leader head on. Amazon's dominance in e-commerce can always be put into perspective, as it only represents 13% of commerce in France today. Its position is much less dominant in France than in the United States. Except that e-commerce is far from having reached its saturation point.

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Source: Interview wiwth Philippe Moati, https://www.lenouveleconomiste.fr/philippe-moati-la-force-da...