The rise of ecommerce, led by Amazon, is causing traditional retail stores to struggle and major brands like Sears and JC Penney to close stores. Amazon’s success is due to its ability to provide a personalized shopping experience through algorithms and remarketing. However, retail stores can still compete by going online, doing digital marketing, utilizing Google, providing an augmented shopping experience, finding a niche, and offering personalized services. Despite these efforts, ecommerce is still popular among Generation X, Millennials, and Generation Z customers, who enjoy the convenience and variety of online shopping.