The $11 Billion Mistake That Killed Toys “R” Us...

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Toys “R” Us should have dominated the online toy market. They had the brand, the trust, the infrastructure—and the customers.

But in 2000, they made a fatal mistake:
Instead of building their own e-commerce system, they outsourced it to Amazon.
Let that sink in. They handed the future of their business to a company whose mission is to own every customer relationship.

Amazon gladly took the data, built its own toy empire, and quietly pushed Toys “R” Us into irrelevance.

Lesson?
???? Never outsource your future to someone who wants your customers.
Control the experience. Own the data. Protect your brand.