There's a lot that can be learned from companies like Amazon and Apple, which seem to have their e-commerce businesses down pat. But that doesn't necessarily mean they have clear advantage in this space. For example, smaller e-commerce sites have the opportunity to get to know their customer base better, and, therefore, give users what they want. 

In this infographic created by Column Five in collaboration with search recommendation software creator, Baynote, you'll pick up tips from both the big league players and the underdogs.

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