For many retailers, e-commerce is a way to sell products directly to consumers. Adidas is exploring a different idea: what if e-commerce itself became a product? At Salesforce Connections 2026, Adidas revealed a new E-commerce as a Service (EaaS) strategy that allows the company to build and operate online stores for partner brands. One of the first examples is the Audi Formula 1 online store, which Adidas launched and now manages on behalf of its partner. According to the company, the initiative represents a business opportunity worth more than $100 million. The announcement is interesting because it expands the role…
Europe's e-commerce landscape continues to attract new competitors, and one of the latest developments comes from China's JD.com. Just a few months after launching Joybuy across several European markets, the company is preparing to open its platform to third-party sellers from both Europe and China. The decision marks an important evolution for Joybuy. At launch, the platform positioned itself differently from competitors such as Temu and Shein by focusing on a curated retail model with its own inventory and strong logistics network. Now, JD.com is adding a marketplace component while maintaining an emphasis on quality control and fast delivery. For…
