5 Ways Amazon Will Disrupt Commerce Before Amazon Go Comes To Your Neighborhood

Inc. surprised some with one of its next-gen commerce announcements. Amazon Go, which promises to eliminate the checkout altogether, generated headlines in mainstream media and prompted some to contemplate the potential demise of retail as we know it. Lost in all this hype is the fact that the brick-and-mortar apocalypse is no more likely today than it was before Amazon's recent endeavor. Of course, Amazon, which is the world's largest internet retailer, has set the standard for commerce reinvention with fast delivery, near-invisible payments and other perks tied to its Amazon Prime membership platform . Amazon has outpaced the rapid growth of digital commerce in the retail industry globally, increasing its own market share from 12% in 2011 to 19% in 2016, according to the latest data from Euromonitor International.