All Borders wants for Christmas

… is to be able to fulfil its online orders – judging from http://news.bbc.co.uk/1/hi/business/8376394.stm 

For some years from around 2001, neither Borders nor Waterstones sold books online, but both had their own co-branded Amazon stores – so you could go from the Borders website to a version of Amazon with Borders branding.  This always seemed eminently sensible as a strategic move.  Borders and Waterstones recognised that their core strengths were to do with selling books in particular physical spaces, and if their customers really wanted to buy books online, they’d pass the customers on to the best-known people in the business.  It was also a sign of Amazon doing something else that it has always done very well, in building effective alliances with business partners.  But in the last couple of years Borders and Waterstones have set up their own online bookshops and I suspect that hasn’t proved a good move.

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