This is a bit of a boring analysis without much of a conclusion. As someone from the stone age would say:<p>We've put stones next to eachother, we've put them on top of eachother, we've thrown them at eachother. What more can we possibly do?
I agree with others, the analysis fell flat at the end. But I DO appreciate the recognition that e-commerce companies are essentially retail companies with a website and not tech companies.
For all who would like to know before trying to read:<p>The 14MB pdf linked is actually titled:<p>"Tech in 2020: Standing on the shoulders of giants"<p>Benedict Evans, February 2020<p>In his words:<p>"Every year, I produce a big presentation digging into macro and strategic trends in the tech industry. This year, ‘Standing on the shoulders of giants’."