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Case Studies | | Part One will always be considered the e-commerce company that changed the future of retailing forever. Originally conceived as the place to buy books, it is now positioned as the “Web’s biggest retail store”. By 1999, had expanded its offerings to include music, software, toys, tools, electronics, and housewares. Founded in 1994 and initially operated out of the founder’s garage, the company now has over thirty million customers and ships to more than 150 countries.