back buttonBack
cover image

How to Adapt and Thrive in the Ever-Changing Retail Industry: Lessons from Amazon, Target and India with Brittain Ladd

Ninaad Acharya, Dan Coll, Brittain Ladd

Episode Description

For this episode of the eCom Logistics Podcast, we welcome Brittain Ladd, Strategy Advisor Shatranj Capital Partners. Amazon is technically one of the biggest players in the eCommerce space, so you would not expect them to make pretty crucial mistakes when it comes to online grocery retail. Aside from explaining why this is the case, Brittain takes us through a master class of online retail overall in today’s episode!


Brittain has 20 years of experience in supply chain management and logistics. He has lived and worked in China, India, Africa, Saudi Arabia, Europe, and the United States. Brittain is a global strategy and supply chain consultant and a writer for Forbes and his own website,

Brittain is also recognized as being one of the most accurate analysts in business. He successfully predicted multiple major acquisitions more than a year in advance of them occurring including Amazon’s acquisition of Whole Foods, Microsoft and Walmart partnering to bid on TikTok, and most recently, Microsoft’s acquisition of Activision Blizzard.

Brittain is frequently quoted in the press and often appears on major news networks like CNN, Fox Business, and the BBC.


  • 01:18 How Amazon is playing the grocery space
  • 08:22 The ROI of a good micro-fulfillment system
  • 14:39 How Target potentially playing in the next years
  • 19:28 Brittain’s experience with ecommerce in India
  • 24:40 What is the ONDC
  • 28:08 How India would look to the future


04:22 The math in groceries works differently – Brittain: “Unlike other businesses where you can scale and you can lower costs the more scale that you have, it doesn’t work like that in groceries. For simple math, if it cost me $10 to fulfill one online order, it’s still gonna cost me $10 to fulfill a thousand online orders.”

22:47 Mom-and-pop stores at the center of India’s retail – Brittain: “For those of you who don’t know, what makes India so fascinating is they have what’s called the kiranas, these little tiny mom-and-pop shops that have been in those families for generations. And there are literally millions of these kiranas throughout India. And so instead of trying to put them out of business, which at one point Amazon was trying, and it was a terrible decision, Flipkart, Walmart, and now Amazon are saying, well, how do we make friends with the kiranas.”

Find out more about Brittain in the links below:



Check out our first conversation with Brittain:

How to Revamp eCommerce Fulfillment Through Partnerships 

Sign up for episode updates

Get the inside scoop on the latest news, tips and trends in supply chain and logistics

Scroll to Top
skip previous icon pause icon skip next icon
How to Reimagine the Future of Supply Chain
by Ninaad Acharya, Dan Coll and Shekar Natarajan
volume up
download icon