The big bet of El Corte Inglés to compete with Amazon is to deliver orders within half an hour, unrealistic objectives and a bet that is late, very late.

It seems that no one can cough at Amazon today, but El Corte Inglés is not willing to give its arm to twist. The group of Dimas Gimeno, who chairs the company, has announced that they will improve the terms currently offered by the online sales giant, Amazon. The bet they are launching is very ambitious and is that they intend to deliver the orders in "less than two hours, even in just 30 minutes." Something that if possible, will give them a boost in the industry.

This statement was made during the World Retail Congress, where the company said it wants to differentiate itself from its competitors and will therefore make significant investments in a transition to a digital model. Furthermore, they intend to develop a joint platform for European retailers to compete with Amazon and Alibaba, and emphasized the need for a level playing field where everyone competes on equal terms.

Gimeno highlights that its stores have a 'great future' and offer 'proximity' to the customer, which gives them an important differential factor, in addition to having an important asset, which they want to take advantage of, 11 million customers.

The pity is that they are late to fight in a market dominated by Amazon and where not only delivery times matter, but also the price of the products and this large area, it is not usually characterized as one of the cheapest in the market, in addition , Amazon's infrastructure is huge. Entering the market will cost you and you will have to implement an expensive and complex infrastructure, which could go well or could end in a bankruptcy of El Corte Inglés.