Skip to content
Subscriber Only

Coca-Cola Bid for Amazon Shoppers Means Boosting Digital Lineup

  • Digital shopping pages have more content, tell brand stories
  • Company integrating with voice products like Amazon’s Echo
Video player cover image

How Jeff Bezos Became the King of E-Commerce

Coca-Cola Co., facing a world where consumers fill up Amazon baskets instead of grocery carts, is trying to raise its tech game.

The 131-year-old beverage company is taking its understanding of driving real-life traffic to the world of e-commerce. That includes upping the appearance of its “digital shelf,” integrating with voice products like Amazon’s Echo, and adding impulse buy opportunities to click-and-collect pickup lockers.