There’s little doubt that e-commerce will shatter records this holiday season as consumers shift more of their spending online.

After all, U.S. e-commerce sales last year grew 10.5% last year to $91.7 billion from Nov. 1 to Dec. 31. Within that 61-day period, 57 generated online sales more than $1 billion. Black Friday was the top online shopping day ever in the United States. That is, until Cyber Monday surpassed it a few days later.

Of course, those gains were concentrated at the top. Amazon alone accounted for 37% of online sales from Thanksgiving to Cyber Monday last year. And competing with Amazon and other retail giants is complicated given their massive traffic, as well as their ability to offer low prices and fast delivery.

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