The battle between Amazon and Walmart has become legendary. Google the two company names together, and you will find enough reading material to keep yourself out of mischief for the foreseeable future.
However, this battle is also a legend in another sense: Amazon and Walmart have become corporate characters in an epic cultural myth of powerful heroes (or anti-heroes) battling it out. And like all myths, the characters and their conflict symbolize something deeper about human society.
- Walmart, as the largest retailer in the world, represents the traditional brick and mortar or storefront method of selling merchandise to customers.
- Amazon.com, as the largest online retailer in the world, represents the newer electronic business or Internet method of selling merchandise to customers.
Of course, it’s not quite that simple in real life. Walmart does have a large online selling operation. And though Amazon has no “brick and mortar” storefronts, it does use physical buildings to warehouse and ship its products.
But myths and legends don’t get hung up on nitpicky details like that. It is common knowledge that there is a battle royale going on between Walmart and Amazon . . . and that Walmart is the champion representing the old guard method of selling in stores, while Amazon is the champion representing the new wave method of selling online.
Yes, there is a paradigm shift going on in the marketplace.
It is a shift toward spirit.
For more on the spiritual dimensions of the marketplace shift, please click here to read on.









