Going up against the behemoth that is Amazon.com, does the smaller e-commerce provider have a chance? The answer is yes, provided that the small or medium-sized e-tailer can find a way to match Amazon's level of service, as well as differentiate its product in the marketplace. On this episode, we get some tips on how that daunting task might be achieved, in our conversation with Dan Coll. He is senior manager of e-commerce fulfillment with FedEx Supply Chain. Coll discusses how smaller entities can carve out market niches by focusing on what he calls ''the unboxing experience.'' It's all about giving customers what they want, in selection, convenience and product quality. Or maybe what they didn't even realize they could have. Long live the little guy!

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