Anna Collins is the chief operating officer of Bulletproof.
ATTENTION: You’re viewing last year’s Second 500 Guide, the all-new 2015 Second 500 Guide will be released May 12, 2015. You can still order the 2014 edition, but the 2015 edition will be coming soon.
We measure the growth and performance of the Second 500 e-retailers—ones operating in North America that are ranked 501-1,000 based on 2013 online sales— for the same reason we report hundreds of metrics on each of the Top 500 web merchants: to provide e-retailers with competitive information they can use to improve their businesses. There’s as much competitive information to be gleaned in studying mid-tier players as there is in tracking the major e-retailers. In fact, the competitive secrets of the all-new 2014 Second 500 Guide may be even more compelling because they are lesser known and are often more innovative and aggressive when it comes to applying best e-retailing practices. They target market niches better than many large e-retailers and use social media more effectively as well. And because they compete for the quarter of e-commerce that is not controlled by the Top 500, they offer powerful competitive models for the hundreds of thousands of serious e-retailers who can build a profitable e-commerce business without ever making it to the Major Leagues.
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