There is no doubt that retail players in all channels dominate the market – using their buying power to get better cost prices which allows them to make more profit and then offer lower retail prices, more promotions and have mega sales. This buying power allows them to grab customers’ attention and buy market share.
By definition discounters always offer cheap prices and many consumers use them as their main outlets. Online sellers (Amazon and the like) have broad product ranges, cheap prices, are accessible anytime, usually offer quick delivery, and often make it cheap and easy to return.
When you think about their way of doing business and what they can offer it is easy to feel down hearted and that there is nothing you can do to counter this - but this is absolutely not the case!