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Amazon is the opposite of our romantic imagination of Italian villages lined with bakeries and old cobbler shops. But the pandemic persuaded Italians to overcome their reluctance to online shopping — and Amazon.
Adam Satariano, who writes about European technology for The New York Times, talked to me about his article on why Amazon’s playbook started to work in Italy, and if the country is a template for other parts of the world where Amazon hasn’t caught on.
There are underlying questions in Adam’s article: Will Amazon become something the world doesn’t really have: a dominant, globally popular store? And what might we gain and lose from that?
Shira: Why wasn’t Amazon that popular in Italy before now?
Adam: Online shopping has never been as common there as it is in the