It’s a truism in many walks of life that, if something is easy, everyone else either is doing it or soon will be. When it comes to warehouse management systems, in particular e-commerce, it’s only the things that are hard that are really worthwhile doing. By spotting an opportunity, and using the most advanced techniques and the brightest brains to bring it to reality, enterprising companies can really keep ahead of the rest. Playing it safe, in that respect, is a dangerous game.