The new reality of retail: What does the dominance of Amazon and Mercadona mean for manufacturers?

A paradigm shift in retail

This image captures a bustling marketplace where all buyers are focused on a single seller, illustrating the concept of market dominance. A perfect visual metaphor to discuss the market dominance influence of Mercadona and Amazon.

The world of retail is undergoing an unprecedented transformation. With Amazon.es and Mercadona grabbing significant market shares in their respective sectors, the question is no longer whether manufacturers should join these platforms, but how to do so effectively. In this article, we will explore the implications of this concentration of market power and how companies can adapt to this new reality.

The game-changing figure: more than 25% market share

  • Amazon.es: According to Statista, Amazon is the e-commerce platform with the highest user penetration in Spain, with nine out of ten online buyers using the platform.
  • Mercadona: It has reached a market share of 26.6%, the highest in its history.

These figures are more than numbers; are indicators of a change of power in the market that has Profound implications for manufacturers and retailers.

The consequences of dominance

  1. Price Pressure: These platforms have the power to set prices, which can lead to an unsustainable price war for smaller retailers.
  2. Brand Visibility: Not being on these platforms can result in a significant decrease in brand visibility and, therefore, sales.
  3. Control over Consumer Data: These platforms have access to a large amount of consumer data, giving them a competitive advantage in terms of data analysis and decision making.

Strategies for navigating turbulent waters

Image of a striking poster with the fictitious brand 'Brandify', illustrating how to fight against the dominance of Mercadona and Amazon using your own brand. Perfect for articles and discussions on branding strategies and market competition.
  • Channel Diversification: Don't put all your eggs in one basket. Explore other sales and distribution channels.
  • Brand Focus: Build a strong brand that can withstand market fluctuations.
  • Adaptability and Agility: Be prepared to adapt quickly to changes in the market.

Whats Next? The importance of strategic adaptation

This is just the beginning. Market concentration is a trend that will likely continue in the near future. Companies must be prepared to adapt to this new reality, which requires a constant review and adaptation of your business strategies.

Conclusion: an uncertain but inevitable future

The dominance of Amazon and Mercadona in the Spanish market is a sign of the times we live in. As these platforms continue to expand, what other transformations will we see in the retail landscape? Only time will tell, but one thing is certain: companies that do not adapt to this new reality risk being left behind.

For more details, see the Mercadona official press release.


This article only scratches the surface of the implications of this market concentration. In future posts, we will delve into how companies can adapt and thrive in this new environment. Stay tuned for more analysis and strategies in future articles.

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