Amazon Wants Cheerios, Oreos and Other Brands to Bypass Wal-Mart
- The online giant has invited Mondelez, General Mills and others to its headquarters to persuade them it’s time to sell directly to online shoppers.
- “Most of these people haven’t been interested in e-commerce because e-commerce has been such a small piece of their overall sales,” says Melissa Burdick, vice president of e-commerce at The Mars Agency marketing firm. “But we’ve reached a tipping point. We’re at a time when companies are ready to start figuring this stuff out.
- Companies are now looking at how to manufacture products that are easier to sell in an ecommerce model, including lighter, stronger packaging with smaller quantities than bulk purchases.