José Elías, entrepreneur: “Amazon will always beat you on price and speed, but it can’t give you the personal touch”

Spanish entrepreneur José Elías has argued that small retailers will never be able to beat Amazon if they try to compete on the same terms as the e-commerce giant. In a post on the social media platform X, he said neighborhood businesses cannot match the operational power of large online platforms.

Elías noted that much of the public debate accuses e-commerce of damaging local stores and of building its advantage on an alleged lack of tax contributions. He rejected that argument, insisting that the success of these companies has little to do with paying fewer taxes and everything to do with how efficiently they operate.

Companies such as Amazon, he said, have complex tax structures, logistics networks that traditional businesses cannot rival, and technological systems designed to optimize resources to the fullest. Trying to compete head-to-head on those factors, Elías argued, is effectively accepting a guaranteed defeat.

Finding a space of their own

The entrepreneur acknowledged that public authorities can play a key role in protecting the local retail fabric. However, he warned that small businesses should not rely solely on that support, as they simply do not have the same capabilities as large corporations.

Elías concluded that neighborhood commerce will only survive if it focuses on what digital platforms cannot offer – close relationships with customers and the trust built through daily, personal interaction.

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