There are wonderful insights into every aspect of the value chain of the e-commerce industry in this book. The book includes plethora of ideas – small & big, dos & don’ts, strategies & tactics, and much more for the e-commerce industry & players. Vaithee has poured his entrepreneur life’s experiences out in 200 pages & he has strong, very strong views. Unfortunately, almost every chapter oozes ‘why me’ and some negativity. Let this not deter you from completing the book. There are many gems within for everyone.