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    At Amazon Site, Tornado Collided With Company’s Peak Delivery Season

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    Amazon, which has its highest employment during the holiday shopping season, said the tornado formed at the site’s parking lot.Nearly every day as Christmas nears, Amazon’s share of online sales typically rises, as customers turn to the e-commerce giant to quickly deliver packages. To make that happen, Amazon hires hundreds of thousands of additional workers, both full-time employees and contractors, and runs its operations at full tilt.One of them, Alonzo Harris, drove his cargo van into Amazon’s delivery depot in Edwardsville, Ill., after 8 p.m. on Friday after a full day delivering packages north of St. Louis. Suddenly, an alarm blared on his work phone. Someone yelled that this was not a drill. Mr. Harris, 44, ran into a shelter on Amazon’s site and heard a loud roar.“I felt like the floor was coming off the ground,” he said. “I felt the wind blowing and saw debris flying everywhere, and people started screaming and hollering and the lights went out.”One of the tornadoes that roared through Kentucky, Arkansas, Illinois and other states on Friday had plowed straight into Amazon’s delivery station in Edwardsville. The toll was grim: Six people died, with 45 making it out alive, according to the Illinois governor, J.B. Pritzker.At least six people died after a tornado tore through an Amazon warehouse in Edwardsville, Ill., on Friday.MaxarOn Sunday, the authorities said that there were no additional reports of missing people but that search efforts were continuing. It was initially unclear how many people had been at Amazon’s site and what safety measures could have been taken to minimize the loss of life. The tornado was ferocious, ripping off the building’s roof. Two of the structure’s 40-foot-high concrete walls collapsed.The tornado coincided with a peak in the company’s work force. Americans’ reliance on Amazon soon turned the deaths at the delivery depot into a focus of the public as the tornadoes’ toll became clear over the weekend.At a church service on Sunday at Thrive Church in Granite City, Ill., about 15 miles from the destroyed Amazon site, clergy and congregants tried to make sense of the disaster and the company’s response.“It’s not lost on me, Lord, that this was an Amazon warehouse, and I, like so many other people in this country, get irritated if I can’t get my Christmas gifts in three days from Amazon,” Sharon Autenrieth, the pastor, said during the service.That logistical peak also complicated the rescue effort in Edwardsville. The more than 250,000 drivers like Mr. Harris who fuel Amazon’s delivery network do not work directly for the company but instead are employed by over 3,000 contractor companies. On Saturday, Mike Fillback, the police chief in Edwardsville, said the authorities had “challenges” in knowing “how many people we actually had at that facility at the time because it’s not a set staff.”Only seven people at Amazon’s site were full-time employees, said a Madison County commissioner who declined to give his name. He said most were delivery drivers in their 20s who work as contractors.The delivery center sits in a flat industrial expanse with low-slung warehouses, parked semi-trucks and muddy fields a few miles east of St. Louis and the Mississippi River. An Amazon fulfillment center almost directly across the street from the delivery station was largely untouched. On the front windows there, next to images of snowflakes and Christmas trees, were the words “Peak 2021” and “Our Time To Shine.”On Sunday, Kelly Nantel, an Amazon spokeswoman, said about 190 people worked at the delivery station across all of its shifts but declined to comment on how many were full-time workers. She said the tornado formed in the parking lot, hit and then dissipated.The tornado struck at the end of a shift, as drivers returned their vans, unloaded items and headed home. Contract drivers are not required to clock into the building, Ms. Nantel said.Workers there sheltered in two places, she said, and one of those areas was directly struck. These areas are typically fortified, though it was unclear if they were built to withstand a direct tornado strike. Based on preliminary interviews, Ms. Nantel added, the company calculated that about 11 minutes lapsed between the first warning of a tornado and when it hit the delivery station.The six victims ranged in age from 26 to 62 years old, the Edwardsville police department said on Sunday.Amazon’s model of using contractors is part of a huge push that the company started in 2018 to expand its own deliveries, rather than rely solely on shipping companies like UPS. The company built a network of delivery stations, like the one Edwardsville, which are typically cavernous, single-story buildings.Unlike Amazon’s massive, multistory fulfillment centers where it stores inventory and packs items into individual packages, the delivery stations employ fewer people. Amazon employees sort packages for each delivery route in one area. Then, drivers working for contractors bring vans into another area, where the packages are rolled over in carts, loaded into the vans and driven out.Amazon had about 70 delivery stations in the United States in 2017 and now has almost 600, with more planned, according to the industry consultant MWPVL International. Globally, the company delivers more than half of its own packages, and as much a three-quarters of its packages in the United States.Most drivers work for other companies under a program called Delivery Service Partners. Amazon has said the contracting arrangement helps support small businesses that can hire in their communities. But industry consultants and Amazon employees directly involved in the program have said it lets the company avoid liability for accidents and other risks, and limits labor organizing in a heavily unionized industry.Sucharita Kodali, an analyst at Forrester Research, said that while the holiday season is critical for all retailers, it is particularly intense for Amazon. “They promise these delivery dates, so they are likely to experience the most last-minute purchases,” she said.The Edwardsville delivery station, which Amazon calls DLI4, opened last year and had room for 60 vans at once, according to planning documents.On Friday, a tornado warning was in effect for Edwardsville as of 8:06 p.m., according to the National Weather Service. At 8:27 p.m., the county emergency management agency reported a partial roof collapse at Amazon’s delivery depot and that people were trapped inside.Aerial footage of the wreckage showed dozens of vans, many of which had Amazon’s logo, underneath the rubble. Some of the vans were U-Hauls, which the contractors sometimes rent to serve demand during busy periods.Carla Cope and her husband, said their son, Clayton Cope, 29, was a maintenance mechanic contracting for Amazon. They spoke to him by phone on Friday night when he was at work, they said, and he assured them that he and other workers were on their way to the tornado shelter on site.About 10 minutes later, the tornado struck. The Copes tried numerous times to reach their son again by phone. They eventually drove to the warehouse from their home in Brighton, Ill., a half-hour away.“When we pulled up to the building it was pretty devastating,” Ms. Cope said. “There were trucks and rescue vehicles everywhere, a lot of chaos.”When her husband saw the damage, he immediately feared the worst, Ms. Cope said. Mr. Cope works the same job as a maintenance mechanic that their son did, splitting the night shifts except on Wednesdays when the two work together. He knew that their son was likely to have been in the part of the building that collapsed, she said.The couple waited at the building until 4:30 a.m., when officials informed them that they had recovered their son’s body.“There’s just really no words to describe it when they tell you your son’s dead,” said Ms. Cope, her voice cracking. “It’s surreal, unbelievable, devastating.”Mr. Harris, the delivery driver who survived the storm, said that after the tornado passed, he saw a green tornado shelter sign still hanging above Amazon’s shelter.“I doubt anything man-made can withstand Mother Nature’s force,” he said. “I think it was an act of God that our shelter remained secure.”Robert Chiarito More

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    Ifeoma Ozoma Blew the Whistle on Pinterest. Now She Protects Whistle-Blowers.

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    Ifeoma Ozoma, who accused Pinterest of discrimination, has become a key figure in helping tech employees disclose, and fight, mistreatment at work.Last month, Gov. Gavin Newsom of California signed a bill to expand protections for people who speak up about discrimination in the workplace.A new website arrived to offer tech workers advice on how to come forward about mistreatment by their employers.And Apple responded to a shareholder proposal that asked it to assess how it used confidentiality agreements in employee harassment and discrimination cases.The disparate developments had one thing — or, rather, a person — in common: Ifeoma Ozoma.Since last year, Ms. Ozoma, 29, a former employee of Pinterest, Facebook and Google, has emerged as a central figure among tech whistle-blowers. The Yale-educated daughter of Nigerian immigrants, she has supported and mentored tech workers who needed help speaking out, pushed for more legal protections for those employees and urged tech companies and their shareholders to change their whistle-blower policies.She helped inspire and pass the new California law, the Silenced No More Act, which prohibits companies from using nondisclosure agreements to squelch workers who speak up against discrimination in any form. Ms. Ozoma also released a website, The Tech Worker Handbook, which provides information on whether and how workers should blow the whistle.“It’s really sad to me that we still have such a lack of accountability within the tech industry that individuals have to do it” by speaking up, Ms. Ozoma said in an interview.Her efforts — which have alienated at least one ally along the way — are increasingly in the spotlight as restive tech employees take more action against their employers. Last month, Frances Haugen, a former Facebook employee, revealed that she had leaked thousands of internal documents about the social network’s harms. (Facebook has since renamed itself Meta.) Apple also recently faced employee unrest, with many workers voicing concerns about verbal abuse, sexual harassment, retaliation and discrimination.Connie Leyva, a California state senator, center, wrote the Silenced No More Act, which was signed into law last month.Chelsea Guglielmino/FilmMagic, via Getty ImagesMs. Ozoma is now focused on directly pushing tech companies to stop using nondisclosure agreements to prevent employees from speaking out about workplace discrimination. She has also met with activists and organizations that want to pass legislation similar to the Silenced No More Act elsewhere. And she is constantly in touch with other activist tech workers, including those who have organized against Google and Apple.Much of Ms. Ozoma’s work stems from experience. In June 2020, she and a colleague, Aerica Shimizu Banks, publicly accused their former employer, the virtual pinboard maker Pinterest, of racism and sexism. Pinterest initially denied the allegations but later apologized for its workplace culture. Its workers staged a walkout, and a former executive sued the company over gender discrimination.“It’s remarkable how Ifeoma has taken some very painful experiences, developed solutions for them and then built a movement around making those solutions a reality,” said John Tye, the founder of Whistleblower Aid, a nonprofit that provides legal support to whistle-blowers. He and Ms. Ozoma recently appeared on a webinar to educate people on whistle-blower rights.Meredith Whittaker, a former Google employee who helped organize a 2018 walkout over the company’s sexual harassment policy, added of Ms. Ozoma: “She has stuck around and worked to help others blow the whistle more safely.”Ms. Ozoma, who grew up in Anchorage and Raleigh, N.C., became an activist after a five-year career in the tech industry. A political science major, she moved to Washington, D.C., in 2015 to join Google in government relations. She then worked at Facebook in Silicon Valley on international policy.In 2018, Pinterest recruited Ms. Ozoma to its public policy team. There, she helped bring Ms. Banks on board. They spearheaded policy decisions including ending the promotion of anti-vaccination information and content related to plantation weddings on Pinterest, Ms. Ozoma said.Yet Ms. Ozoma and Ms. Banks said they faced unequal pay, racist comments and retaliation for raising complaints at Pinterest. They left the company in May 2020. A month later, during the Black Lives Matter protests, Pinterest posted a statement supporting its Black employees.Ms. Ozoma and Ms. Banks said Pinterest’s hypocrisy had pushed them to speak out. On Twitter, they disclosed their experiences as Black women at the company, with Ms. Ozoma declaring that Pinterest’s statement was “a joke.”In a statement, Pinterest said it had taken steps to increase diversity.By speaking out, Ms. Ozoma and Ms. Banks took a risk. That’s because they broke the nondisclosure agreements they had signed with Pinterest when they left the company. California law, which offered only partial protection, didn’t cover people speaking out about racial discrimination.Peter Rukin, their lawyer, said he had an idea: What if state law was expanded to ban nondisclosure agreements from preventing people speaking out on any workplace discrimination? Ms. Ozoma and Ms. Banks soon began working with a California state senator, Connie Leyva, a Democrat, on a bill to do just that. It was introduced in February.“I’m just so proud of these women for coming forward,” Ms. Levya said.Along the way, Ms. Ozoma and Ms. Banks fell out. Ms. Banks said she no longer spoke with Ms. Ozoma because Ms. Ozoma had recruited her to Pinterest without disclosing the discrimination there and then excluded her from working on the Silenced No More Act.“Ifeoma then cut me out of the initiative through gaslighting and bullying,” Ms. Banks said.Ms. Ozoma said she had not cut Ms. Banks out of the organizing. She added that Ms. Banks had “felt left out” because news coverage focused on Ms. Ozoma’s role.Understand the Facebook PapersCard 1 of 6A tech giant in trouble. More

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    Chip Shortage Creates New Power Players

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    SAN FRANCISCO — Since 1989, Microchip Technology has operated in an unglamorous backwater of the electronics industry, making chips called microcontrollers that add computing power to cars, industrial equipment and many other products.Now a global chip shortage has elevated the company’s profile. Demand for Microchip’s products is running more than 50 percent higher than it can supply. That has put the company, based in Chandler, Ariz., in an unfamiliar position of power, which it began wielding this year.While Microchip normally lets customers cancel a chip order within 90 days of delivery, it began offering shipment priority to clients that signed contracts for 12 months of orders that couldn’t be revoked or rescheduled. These commitments reduced the chances that orders would evaporate when the scarcity ended, giving Microchip more confidence to safely hire workers and buy costly equipment to increase production.“It gives us the ability to not hold back,” said Ganesh Moorthy, president and chief executive of Microchip, which on Thursday reported that profit in the latest quarter tripled and that sales rose 26 percent to $1.65 billion.Such contracts are just one example of how the $500 billion chip industry is changing because of the silicon shortage, with many of the shifts likely to outlive the pandemic-fueled dearth. The lack of the tiny components — which has pinched makers of cars, game consoles, medical devices and many other goods — has been a stark reminder of the foundational nature of chips, which act as the brains of computers and other products.Chief among the changes is a long-term shift in market power from chip buyers to sellers, particularly those that own factories that make the semiconductors. The most visible beneficiaries have been giant chip manufacturers like Taiwan Semiconductor Manufacturing Company, which offer services called foundries that build chips for other companies.But the shortage has also sharply bolstered the influence of lesser-known chip makers such as Microchip, NXP Semiconductors, STMicroelectronics, Onsemi and Infineon, which design and sell thousands of chip varieties to thousands of customers. These companies, which build many products in their own aging factories, now are increasingly able to choose which customers get how many of their scarce chips.Longer-term purchase commitments from customers “gives us the ability to not hold back,” said Ganesh Moorthy, chief executive of Microchip Technology, at the company’s headquarters.Tomás Karmelo Amaya for The New York TimesMany are favoring buyers who act more like partners, by taking steps like signing long-term purchase commitments or investing to help chip makers increase production. Above all, the chip makers are asking clients to share more information earlier about which chips they will need, which helps guide decisions about how to lift manufacturing.“That visibility is what we need,” said Hassane El-Khoury, chief executive of the chip maker Onsemi, a company previously known as ON Semiconductor.Many of the chip makers said they were using their new power with restraint, helping customers avoid problems like factory shutdowns and raising prices modestly. That’s because gouging customers, they said, could cause bad blood that would hurt sales when shortages end.Even so, the power shift has been unmistakable. “Today there is no leverage” for buyers, said Mark Adams, chief executive of Smart Global Holdings, a major user of memory chips.Marvell Technology, a Silicon Valley company that designs chips and outsources the manufacturing, has experienced the change in power. While it used to give foundries estimates of its chip production needs for 12 months, it began providing them with five-year forecasts starting in April.“You need a really good story,” said Matt Murphy, Marvell’s chief executive. “Ultimately the supply chain is going to allocate to who they think are going to be the winners.”It’s a substantial change in psychology for a mature industry where growth has generally been slow. Many chip makers for years sold largely interchangeable products and often struggled to keep their factories running profitably, particularly if sales slumped for items like personal computers and smartphones that drove most chip demand.But the components are essential for more products now, one of many signs that rapid growth may linger. In the third quarter, total chip sales surged nearly 28 percent to $144.8 billion, the Semiconductor Industry Association said.Years of industry consolidation has also wrung out excess manufacturing capacity and left fewer suppliers selling exclusive kinds of chips. So buyers that could once place and cancel orders with little notice — and play one chip maker off another to get lower prices — have less muscle. More

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    If You Never Met Your Co-Workers in Person, Did You Even Work There?

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    Kathryn Gregorio joined a nonprofit foundation in Arlington, Va., in April last year, shortly after the pandemic forced many people to work from home. One year and a zillion Zoom calls later, she had still never met any of her colleagues, aside from her boss — which made it easier to quit when a new job came along.Chloe Newsom, a marketing executive in Long Beach, Calif., cycled through three new jobs in the pandemic and struggled to make personal connections with co-workers, none of whom she met. Last month, she joined a start-up with former colleagues with whom she already had in-person relationships.And Eric Sun, who began working for a consulting firm last August while living in Columbus, Ohio, did not meet any of his co-workers in real life before leaving less than a year later for a larger firm. “I never shook their hands,” he said.The coronavirus pandemic, now more than 17 months in, has created a new quirk in the work force: a growing number of people who have started jobs and left them without having once met their colleagues in person. For many of these largely white-collar office workers, personal interactions were limited to video calls for the entirety of their employment.Never having to be in the same conference room or cubicle as a co-worker may sound like a dream to some people. But the phenomenon of job hoppers who have not physically met their colleagues illustrates how emotional and personal attachments to jobs may be fraying. That has contributed to an easy-come, easy-go attitude toward workplaces and created uncertainty among employers over how to retain people they barely know.Already, more workers have left their jobs during some pandemic months than in any other time since tracking began in December 2000, according to the U.S. Bureau of Labor Statistics. In April, a record 3.9 million people, or 2.8 percent of the work force, told their employers they were throwing in the towel. In June, 3.8 million people quit. Many of those were blue-collar workers who were mostly working in person, but economists said office workers who were stuck at home were also most likely feeling freer to bid adieu to jobs they disliked.“If you’re in a workplace or a job where there is not the emphasis on attachment, it’s easier to change jobs, emotionally,” said Bob Sutton, an organizational psychologist and a professor at Stanford University.While this remote work phenomenon is not exactly new, what’s different now is the scale of the trend. Shifts in the labor market usually develop slowly, but white-collar work has evolved extremely quickly in the pandemic to the point where working with colleagues one has never met has become almost routine, said Heidi Shierholz, a senior economist at the Economic Policy Institute, a nonprofit think tank.“What it says the most about is just how long this has dragged on,” she said. “All of a sudden, huge swaths of white-collar workers have completely changed how they do their work.”The trend of people who go the duration of their jobs without physically interacting with colleagues is so new that there is not even a label for it, workplace experts said.Many of those workers who never got the chance to meet colleagues face to face before moving on said they had felt detached and questioned the purpose of their jobs.Ms. Gregorio, 53, who worked for the nonprofit in Virginia, said she had often struggled to gauge the tone of emails from people she had never met and constantly debated whether issues were big enough to merit Zoom calls. She said she would not miss most of her colleagues because she knew nothing about them.“I know their names and that’s about it,” she said.Other job hoppers echoed the feeling of isolation but said the disconnect had helped them reset their relationship with work and untangle their identities, social lives and self-worth from their jobs.Joanna Wu, who started working for the accounting firm PwC last September, said her only interactions with colleagues were through video calls, which felt like they had a “strict agenda” that precluded socializing.“You know people’s motivation is low when their cameras are all off,” said Ms. Wu, 23. “There was clear disinterest from everyone to see each other’s faces.”Joanna Wu said her only interactions with colleagues were through video calls, which felt like they had a “strict agenda” that precluded socializing.Akilah Townsend for The New York TimesInstead, she said, she found solace in new hobbies, like cooking various Chinese cuisines and inviting friends over for dinner parties. She called it “a double life.” In August, she quit. “I feel so free,” she said.Martin Anquetil, 22, who started working at Google in August last year, also never met his colleagues face to face. Google did not put much effort into making him feel connected socially, he said, and there was no swag or other office perks — like free food — that the internet company is famous for..css-1xzcza9{list-style-type:disc;padding-inline-start:1em;}.css-3btd0c{font-family:nyt-franklin,helvetica,arial,sans-serif;font-size:1rem;line-height:1.375rem;color:#333;margin-bottom:0.78125rem;}@media (min-width:740px){.css-3btd0c{font-size:1.0625rem;line-height:1.5rem;margin-bottom:0.9375rem;}}.css-3btd0c strong{font-weight:600;}.css-3btd0c em{font-style:italic;}.css-w739ur{margin:0 auto 5px;font-family:nyt-franklin,helvetica,arial,sans-serif;font-weight:700;font-size:1.125rem;line-height:1.3125rem;color:#121212;}#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-family:nyt-cheltenham,georgia,’times new roman’,times,serif;font-weight:700;font-size:1.375rem;line-height:1.625rem;}@media (min-width:740px){#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-size:1.6875rem;line-height:1.875rem;}}@media (min-width:740px){.css-w739ur{font-size:1.25rem;line-height:1.4375rem;}}.css-9s9ecg{margin-bottom:15px;}.css-uf1ume{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;}.css-wxi1cx{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-align-self:flex-end;-ms-flex-item-align:end;align-self:flex-end;}.css-12vbvwq{background-color:white;border:1px solid #e2e2e2;width:calc(100% – 40px);max-width:600px;margin:1.5rem auto 1.9rem;padding:15px;box-sizing:border-box;}@media (min-width:740px){.css-12vbvwq{padding:20px;width:100%;}}.css-12vbvwq:focus{outline:1px solid #e2e2e2;}#NYT_BELOW_MAIN_CONTENT_REGION .css-12vbvwq{border:none;padding:10px 0 0;border-top:2px solid #121212;}.css-12vbvwq[data-truncated] .css-rdoyk0{-webkit-transform:rotate(0deg);-ms-transform:rotate(0deg);transform:rotate(0deg);}.css-12vbvwq[data-truncated] .css-eb027h{max-height:300px;overflow:hidden;-webkit-transition:none;transition:none;}.css-12vbvwq[data-truncated] .css-5gimkt:after{content:’See more’;}.css-12vbvwq[data-truncated] .css-6mllg9{opacity:1;}.css-qjk116{margin:0 auto;overflow:hidden;}.css-qjk116 strong{font-weight:700;}.css-qjk116 em{font-style:italic;}.css-qjk116 a{color:#326891;-webkit-text-decoration:underline;text-decoration:underline;text-underline-offset:1px;-webkit-text-decoration-thickness:1px;text-decoration-thickness:1px;-webkit-text-decoration-color:#326891;text-decoration-color:#326891;}.css-qjk116 a:visited{color:#326891;-webkit-text-decoration-color:#326891;text-decoration-color:#326891;}.css-qjk116 a:hover{-webkit-text-decoration:none;text-decoration:none;}Mr. Anquetil said his attention had begun to wander. His lunchtime video game sessions seeped into work time, and he started buying basketball highlights on N.B.A. Top Shot, a cryptocurrency marketplace, while on the clock. In March, he quit Google to work at Dapper Labs, the start-up that teamed up with the National Basketball Association to create Top Shot.If one wants to work at Google and “put in 20 hours a week and pretend you’re putting in 40 while doing other stuff, that’s fine, but I wanted more connection,” he said.Google declined to comment.To help prevent more people from leaving their jobs because they have not formed in-person bonds, some employers are reconfiguring their corporate cultures and spinning up new positions like “head of remote” to keep employees working well together and feeling motivated. In November, Facebook hired a director of remote work, who is responsible for helping the company adjust to a mostly remote work force.Other companies that quickly shifted to remote work have not been adept at fostering community over video calls, said Jen Rhymer, a postdoctoral scholar at Stanford who studies workplaces.“They can’t just say, ‘Oh, be social, go to virtual happy hours,’” Dr. Rhymer said. “That by itself is not going to create a culture of building friendships.”She said companies could help isolated workers feel motivated by embracing socialization, rather than making employees take the initiative. That includes scheduling small group activities, hosting in-person retreats and setting aside time for day-to-day chatter, she said.Employers who never meet their workers in person are also contributing to job hopping by being more willing to let workers go. Sean Pressler, who last year joined Potsandpans.com, an e-commerce website in San Francisco, to make marketing videos, said he was laid off in November without warning.Mr. Pressler, 35, said not physically meeting and getting to know his bosses and peers made him expendable. If he had built in-person relationships, he said, he would have been able to get feedback on his pan videos and riff on ideas with colleagues, and may have even sensed that cutbacks were coming well before he was let go.Instead, he said, “I felt like a name on a spreadsheet. Just someone you could hit delete on.”And his co-workers? “I don’t even know if they know who I was,” he said. More

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    People Are Now Spending More Money at Amazon Than at Walmart

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    Proof that the online future has arrived: The biggest e-commerce company outside China has unseated the biggest brick-and-mortar seller.SEATTLE — Amazon has eclipsed Walmart to become the world’s largest retail seller outside China, according to corporate and industry data, a milestone in the shift from brick-and-mortar to online shopping that has changed how people buy everything from Teddy Grahams to teddy bears.Propelled in part by surging demand during the pandemic, people spent more than $610 billion on Amazon over the 12 months ending in June, according to Wall Street estimates compiled by the financial research firm FactSet. Walmart on Tuesday posted sales of $566 billion for the 12 months ending in July.Alibaba, the giant online Chinese retailer, is the world’s top seller. Neither Amazon nor Walmart is a dominant player in China.In racing past Walmart, Amazon has dethroned one of the most successful — and feared — companies of recent decades. Walmart perfected a thriving big-box model of retailing that squeezed every possible penny out of its costs, which drove down prices and vanquished competitors.But even with all of that efficiency and power, the quest to dominate today’s retail environment is being won on the internet. And no company has taken better advantage of that than Amazon. Indeed, the company’s delivery (many items land on doorsteps in a day or two) and wide selection first drew customers to online shopping, and it has kept them buying more there ever since. It has also made Jeff Bezos, the company’s founder, one of the richest people in the world.An employee sorting items into the robots at an Amazon warehouse on Staten Island.Chang W. Lee/The New York Times“It is a historic moment,” said Juozas Kaziukenas, founder of the Marketplace Pulse, a research company. “Walmart has been around for so long, and now Amazon comes around with a different model and replaces them as a No. 1.”Wall Street firms had been expecting this retail baton to change hands in the coming years. But the pandemic accelerated the timeline, as people stuck at home relied on deliveries. Walmart’s sales rose sharply during the pandemic, but it has not matched Amazon, which has added hundreds of new warehouses and hired about 500,000 workers since the start of last year.Walmart’s sales grew $24 billion in the last year, the company said Tuesday. During roughly the same period, the total value of everything people bought on Amazon rose by nearly $200 billion, analysts estimate.While the figures are calculated differently, analysts regularly use them as a rough comparison. Knowing the full value of Walmart’s sales is simple, because they nearly all come from its own inventory and are disclosed publicly each quarter. But analysts must calculate an estimate of the value of Amazon’s overall sales because most of what people buy on its site are products owned and listed by outside merchants. The company publicly reports only the fees it takes from those transactions.With Amazon’s success has come greater scrutiny. And the company has started to receive many of the same complaints — over its treatment of workers and impact on local and national economies — that Walmart faced during its biggest periods of expansion more than a decade ago.“The Big Bad Wolf is Amazon now,” said Barbara Kahn, a professor of marketing at University of Pennsylvania’s Wharton School of Business who has written several books on retailing.Amazon and Walmart declined to comment.Over the last century, very few companies could stake a claim to world’s biggest retailer. The grocery chain A.&P. was such a force that antitrust authorities pursued it in the 1940s. Sears overtook A.&P. as the largest retailer in the early 1960s by targeting middle-class shoppers in the suburbs and expanding the department store model.Then came Walmart.President George H.W. Bush awarded Sam Walton the Medal of Freedom in 1992, with Barbara Bush, at Walmart’s headquarters in Bentonville, Ark.J. Scott Applewhite/Associated PressThe original Walton five-and-dime store on the square in Bentonville.Terra Fondriest for The New York TimesIn 1962, Sam Walton founded the retailer in small-town Arkansas. Mr. Walton had “a true passion — some would say obsession — to win,” he wrote in his autobiography, and he sold a huge variety of products at low prices, including eventually fresh food. But his true innovation was building a vast logistics network that operated with such precision and efficiency that it crushed many competitors that couldn’t compete.By the 1990s, Walmart had surpassed Sears. And then it kept growing, opening thousands of stores and acquiring other retailers across the world.Just as Mr. Walton founded Walmart as Sears was ascendant, Mr. Bezos started Amazon in the early 1990s as Walmart was king.Guru Hariharan, who worked on Amazon’s retail business, said Amazon had eclipsed Walmart by playing a different game. Walmart has hardened its lock on physical stores and the grocery business. But shopping online is growing far faster than in physical stores, even as it accounts for only about a seventh of U.S. retail sales. Amazon captures 41 cents of every dollar spent online in the United States, while Walmart takes just 7 cents, according to eMarketer.Shopping in Walmart in 1996. Getty ImagesFriday night traffic in 1992.Getty Images“They have their own turfs that they are the kings of,” said Mr. Hariharan, who left Amazon and eventually founded CommerceIQ, which advises brands like Colgate and Kimberly-Clark on e-commerce.Amazon has ascended in part because it opened its website to let third-party sellers list their products alongside items that Amazon buys and resells itself. This marketplace greatly increased the assortment of available items. Almost two million sellers offer products on Amazon, and they account for 56 percent of the items sold.The marketplace makes it harder to determine Amazon’s true influence in the retail industry. The company captures and reports only the fees it charges sellers to list, ship and market their goods, not the total money that flows through its business. The model is more profitable, but produces less revenue.“It makes Amazon appear smaller,” Mr. Kaziukenas said. “They are obfuscating their reality.”Jeff Bezos, right, with David Robichaud, center, who became the company’s 10 millionth customer when he ordered golf clubs from Gregory Nixon, left, on Amazon in 1999.Paul Conors/Associated PressThat has led analysts at investment banks like J.P. Morgan, BMO Capital Markets and Cowen to estimate what is known as the “gross merchandise value,” calculating how much customers buy on Amazon, regardless of whether it comes from Amazon’s inventory or from a seller’s. The analysts make the estimates based on data the company releases, such as revenue it collects from sellers and the marketplace’s share of total units sold, and their own research. FactSet compiles and averages the estimates. In the last 12 months, Amazon reported total retail revenue of $390 billion. But total product sales, including third-party transactions, was nearly 60 percent higher, according to the analysts’ estimates.Amazon has not regularly disclosed its gross merchandise value, but in 2019, facing antitrust pressure, Mr. Bezos shared the measure — then $277 billion — for the first time as a way to show that the third-party sellers were growing faster than Amazon’s direct retail business. “Third-party sellers are kicking our first-party butt,” he wrote.When Mr. Bezos testified in Congress last summer, he pointed to Walmart’s size as evidence of a competitive retail industry. “We compete against large, established players, like Target, Costco, Kroger and, of course, Walmart,” he said, “a company more than twice Amazon’s size” — presumably referring to Walmart’s revenue.Walmart is still the largest private employer in the United States, with 1.6 million workers. And it sells more in the United States than Amazon, though J.P. Morgan estimates that Amazon will surpass Walmart in the United States next year.A Walmart worker delivering online orders in Charlottesville, Va.Eze Amos for The New York TimesDuring the pandemic, Walmart honed its ability to use its stores as mini-distribution centers, where shoppers drive to retrieve their purchase “curbside,” a far less costly way to fulfill online orders than delivery. On Tuesday, Walmart said it expected to generate $75 billion in total online sales this year. The company has been expanding its effort to build its own marketplace, but the vast majority of its online sales still come from its own inventory, Mr. Kaziukenas said.Edward Yruma, a retail analyst and managing director at KeyBanc Capital Markets, said Amazon had only started to come to grips with the reality of its size.“Walmart is big, and they know it,” he said. Amazon has long played the role of the upstart, even as it became enormous. Just this summer, when it already employed about 1.3 million people, it added a new leadership principle that acknowledged the responsibility of its scale.“We started in a garage,” the new principle starts, “but we’re not there anymore.” More

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    Red Ventures, the Biggest Digital Media Company You've Never Heard Of

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    Red Ventures has turned very specific advice into very big business.INDIAN LAND, S.C. — Lindsey Turrentine first heard of Red Ventures last fall, when it bought the venerable tech news site CNET, where she is the senior vice president in charge of content. She sat down at her kitchen table in Berkeley, Calif., and frantically started Googling to find out what it was.Her experience wasn’t uncommon. People working at the tourism guide Lonely Planet, the travel site The Points Guy and the health and medical information site Healthline were similarly blindsided in recent years, when Red Ventures bought up special interest publications in a multibillion-dollar shopping spree.Their Googling and mandatory corporate retreats led them to the company’s South Carolina headquarters, a 180-acre campus with a cluster of modern buildings, a fire pit, a six-lane bowling alley, spin room, pickle ball courts and 264 residences for employees who choose to live where they work.Red Ventures, which started as a digital marketing company, has attracted serious investments from private equity firms. Its location has helped obscure what is perhaps the biggest digital publisher in America, a 4,500-employee juggernaut that says it has roughly $2 billion in annual revenues, a conservative valuation earlier this year of more than $11 billion, and more readers, as measured by Comscore, than any media brand you’ve ever heard of — an average of 751 million visits a month.Here in Indian Land, I felt as if I were back in the Ping-Pong days of Silicon Valley in the early 2000s. Red Ventures has built a culture that blends warm enthusiasm, progressive social values and the ruthless performance metrics of the direct marketing business.The company found itself in the publishing business almost by accident, and is now leading a shift in that industry toward what is sometimes called “intent-based media” — a term for specialist sites that attract people who are already looking to spend money in a particular area (travel, tech, health) and guide them to their purchases, while taking a cut.It’s a step away from the traditional advertising business toward directly selling you stuff. Red Ventures, for instance, plans to steer readers of Healthline to doctors or drugs found on another site it recently acquired, HealthGrades, which rates and refers doctors. Red Ventures will take a healthy commission on each referral.At the center of the company is Ric Elias, the chief executive and co-founder. A 6-foot-5 native of Puerto Rico, he has quietly become one of the most powerful media moguls in the country, a Barry Diller of the South, heading a company roughly the size of Mr. Diller’s IAC. (Mr. Diller, a more typically immodest media figure, said in an email that he finds Mr. Elias “impressive” but that there is only one Barry Diller: “I think of myself as all points on the compass.”)Ric Elias, the company’s chief executive, is known for his TED Talk about being on the US Airways jetliner that made an emergency landing on the Hudson River in 2009.Travis Dove for The New York TimesMr. Elias, who spoke with me in the company’s bright and sprawling cafeteria, had played basketball that morning with a former N.B.A. player who lives nearby. He is the largest shareholder in Red Ventures, with more than 20 percent of the company, and so a billionaire on paper — though he hasn’t done the self-promotion required to get on the Forbes list.“I think we’re a 20-year-old company that still is figuring out what we’re going to be,” he said. “And I don’t think we have anything to celebrate or tell.”If you’ve heard of Mr. Elias, it’s probably because you’re one of the eight million people who have watched the video of his TED Talk, “3 Things I learned When My Plane Crashed.” On the top floor of the main building on the Red Ventures campus, he pointed to his own blurred shape in a painting of passengers walking onto the wings of the Charlotte-bound US Airways Flight 1549, the jetliner that made an emergency landing on the Hudson River in 2009, the so-called “Miracle on the Hudson.” Mr. Elias’s seat was 1D.He returned from that near-death experience determined to remake his life — and his company. He devoted himself to causes, including a college scholarship program for undocumented immigrants ineligible for state aid, some of whom he has hired. And he started transforming Red Ventures, then a middleweight marketing company, into the kind of business where he would want to spend his career.“This is the perch from where I’m going to live the rest of my life,” he said, describing his thoughts at the time. “We’re not going public, we’re not selling. Red Ventures, as is, will never be a public company as long as I’m running it.”He persuaded key investors — the private equity firms General Atlantic and Silver Lake each own about 20 percent — to back an ambitious expansion. And now Red Ventures is the largest in a group of private equity-backed giants that have been snapping up trusted media brands once left for dead. North Equity bought Popular Science, Domino and Field & Stream, along with the men’s site Mel. J2 Media, a public company, scooped up the old publisher Ziff Davis with its online brands Mashable and IGN. In addition to Lonely Planet, CNET, Healthline and The Points Guy, Red Ventures bought the education advice site BestColleges.These low-profile media companies are riding a shift in technology as both Apple and regulators have eroded the dominance of the creepy advertising technology that allows companies to track you across websites. That has helped push the pendulum back toward the old-fashioned idea of connecting with readers seeking information relevant to their lives, whether it’s a Field & Stream article on the latest fly rods or a Healthline guide to Crohn’s disease treatments.Vaccinated employees have lunch in a dining area on Red Ventures’ 180-acre campus.Travis Dove for The New York TimesThat’s the context in which Red Ventures — a company that backed its way into media after specializing in online marketing — makes sense.Mr. Elias grew up in San Juan hearing stories of his late grandfather, a Lebanese immigrant who, according to family lore, built a huge produce importing business but lost it because he hadn’t paid his taxes. It recently occurred to him, he said, that he has spent his career trying to restore the family name.He arrived at Boston College, in 1986, a semester late because he’d been trying to make a local professional basketball team, the Leones de Ponce, and speaking what he described as broken English. From there, he earned an M.B.A. at Harvard Business School. In 2000, he and a friend, Dan Feldstein, who is now the chief marketing officer of Red Ventures, started a business built on the notion of driving online shoppers to physical stores. It was a “terrible idea,” Mr. Elias said, and they quickly ran out of money. They spent the next few years digging out and repaying their investors, among them their more successful Harvard Business School classmates.Mr. Elias and Mr. Feldstein sold the business to management in 2005 and started again under the name Red Ventures, becoming pioneers in that era’s efforts to link digital data and real world commerce. They entered the business of selling subscriptions for DirecTV and burglar alarms for ADT Security. Along the way, they figured out how to integrate online marketing and old-fashioned telemarketing — and they got very good at search engine optimization.Other tricks were more ingenious. For instance, they purchased more than a million toll-free phone numbers, and each visitor to their marketing website was shown a different one. So when prospective customers called, Red Ventures knew exactly what they had been looking at on the site, which gave the agents what they needed to make personalized sales pitches. This was a pretty high-tech form of digital surveillance in those more innocent times. As the company grew and the market shifted, its founders realized that the technological know-how they had developed had itself become a commodity and that they needed to develop their own brands, not just sell others’.In 2015, Red Ventures raised $250 million, which went toward its $1.4 billion purchase of Bankrate, a personal finance company that helps people comparison shop for financial products (and earns a commission on each sale). That acquisition included The Points Guy, a site devoted to elucidating airline mileage programs and credit card deals. The Points Guy had built a profitable business earning commissions whenever people signed up for credit cards they had read about on the site — often in rave reviews of high-end cards.The marketing of financial products promises far higher profit margins than the online “affiliate” businesses that underlie websites like The New York Times’s Wirecutter. While a publisher recommending a gadget on Amazon might earn a single-digit percentage of a shopper’s purchase, the “bounties” paid to Red Ventures for directing a consumer to a Chase Visa Sapphire Reserve credit card or an American Express Rose Gold card can range from $300 to $900 per card.The arrival of Red Ventures’ executives hasn’t always gone over well among the journalists who find themselves working under Mr. Elias. Journalists, like members of a medieval guild (the guild hall is Twitter), tend to be more connected to the folkways of their profession than to any corporate culture, and some roll their eyes at Red Ventures’ rah-rah retreats, which feature fireworks and song. More troublingly, some reporters at The Points Guy, which also covers the travel industry in general (it has been a comprehensive source for information on where vaccinated Americans can travel), have complained that the new owners have eroded the already rickety wall between the site’s service journalism and the credit card sales that fund it.Red Ventures is “all about profit maximization,” said JT Genter, who left the site more than a year ago. He and other Points Guy writers said they hadn’t been pushed to publish stories they found dubious — indeed, the site has occasionally offered carefully critical coverage of Chase and American Express, its dominant business partners. But he noted that Points Guy journalists are required to attend regular business meetings detailing how much money the site makes from credit card sales, which some take as a tacit suggestion to put their thumbs on the scale.Mr. Elias said Red Ventures has a “nonnegotiable line” concerning the editorial independence of its sites, adding that he has given his cell number to CNET employees and instructed them to call him if they ever face pressure from the business side.“I told them, ‘There’s a red line,’ and they’re like, ‘OK, we’ll see,’” he said.Red Ventures’ roots in marketing, its investment in tech aimed at selling you something and its almost-accidental move into trying to provide readers with trusted, even journalistic, advice have made for an odd amalgam. And the company’s Silicon Valley style extends only so far. Most employees don’t receive equity in the company, and lunch isn’t free, just subsidized.The company does offer a maxim-happy workplace, though, with inspirational slogans printed on the walls of its atrium in cheery fonts. The one I heard executives refer to most was “Everything Is Written in Pencil,” a motto that makes sense for a company that has changed almost entirely from its marketing origins to become a leading purveyor of service journalism. And its executives seem to have absorbed the idea that they are selling trust, even if they don’t put it in the language of journalism professors.“Brand and trust are at the core of everything that we do,” said Courtney Jeffus, the president of the company’s financial services division, which includes Bankrate. “If you lose brand trust, then you don’t have a business.”There’s quite a bit of good news in the rescue of old media brands by Red Ventures and similar companies — CNET plans to hire 150 new employees this year, for instance. A deeper concern may be what it will mean to transform the internet’s independent arbiters into nothing more than the gaping maw of the sales funnel.Less gloomy, I think, is something else that Red Ventures represents: a challenge to the oligopolistic dominance of Amazon over the internet, and a model for independent media companies that have spent a generation either losing their core businesses to cheerfully ruthless tech giants or, at best, living on their scraps. For sites like Wirecutter, internet commerce often means, in practice, serving as an Amazon storefront, with revenue trickling in from modest commissions. But Red Ventures has succeeded by building a tech and media company that is independent of that particular Goliath, if not of another one — Google.“We’re going to have a chance to be an alternative to the big walled gardens,” Mr. Elias said of his company. “This is a plane that just got some altitude.”The talk of planes prompted me to ask Mr. Elias how he got back to the Carolinas after the Hudson River landing. He said he’d told a surprised agent he wanted the next flight out.“The lady looked at me like I was crazy,” he recalled, but he’d figured that “if I don’t get on a flight right away, I may never fly again — and if the next flight goes down, it was me God was coming to see.” More

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    Even Your Allergist Is Now Investing in Start-Ups

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    The once-clubby world of start-up deal making known as “angel investing” has had an influx of new participants. It’s part of a wider boom in ever-riskier investments.SAN FRANCISCO — On a recent Wednesday evening, 60 people gathered in a virtual conference room to discuss start-up investments. Among them were a professional poker player from Arizona, an allergist in California and a kombucha maker from Tennessee. All were members of Angel Squad, a six-month $2,500 program that aims to help people break into the clubby world of venture capital as individual investors, known as “angels.”The group listened as Eric Bahn, the instructor, rattled off anecdotes and advice from the front lines of start-up investing. “The most important question when you are an early stage investor is: What happens if things go right?” he said, stepping back from his desk and raising his hands for emphasis.Caroline Howard, 29, one of the founders of Walker Brothers Beverage, a kombucha company in Nashville, said the class taught her how to evaluate deals. “I think it’s so fun to see companies when they’re so young and have a germ of an idea and back them,” she said.Founded in January, Angel Squad is one of several ways that people from outside Silicon Valley’s investing elite are now joining the ranks of angel investors. The influx — which includes art curators, dentists, influencers and retirees — is transforming the way that start-ups raise money, upending the pecking order in venture capital and pushing a niche corner of the investing world toward mass adoption.“It is absolutely going mainstream,” said Kingsley Advani, founder of Allocations, a tech platform for angel investors. “It’s accelerating and it’s getting faster and faster.” He said even his mother, a retired schoolteacher in Australia, has invested in 41 start-ups over the last few years.More than 3,000 new angel investors are projected to make their first deal this year, up from 2,725 last year, according to the research firm PitchBook. And the amount of money that angels are pouring into start-ups has swelled, reaching $2.1 billion in the first six months of this year, compared with $2.6 billion for all of 2020, according to the National Venture Capital Association and PitchBook.Until recently, such investing was off-limits to most people. Securities rules restricted it to the wealthy because of the level of risk involved, since most start-ups fail. Even those who qualified often lacked the connections to find deals. And start-ups preferred to raise big slugs of cash from a handful of investors, rather than deal with the costs and headaches of processing dozens of tiny checks.But over the last year, many of those roadblocks have dissipated. Last year, the Securities and Exchange Commission loosened restrictions and began allowing people to become accredited investors — those allowed to back private start-ups — after passing a test. New tech tools are making the process of raising funds from many small investors cheaper and faster. And start-ups have become eager to add potentially helpful angels to their rosters of backers.The boom is part of a rush into ever-riskier forms of investment, driven by low interest rates, stimulus money and a little bit of “why not?” chutzpah. Nowhere is that sentiment stronger than in the tech industry, where start-ups are flush with cash, initial public stock offerings have been plentiful and Big Tech is delivering blockbuster profits.“Overnight, the entire world just woke up and went, ‘Oh, wow, we want to go invest in technology,’” said Avlok Kohli, chief executive of AngelList Venture, a company that provides tools for start-up fund-raising.Many new angel investors have some connection to the tech industry but are not the V.I.P.s who are normally invited into deals. Some are complete outsiders. Many are broadcasting their activity on social media and turning the investing into a branding opportunity, a hobby, a networking play, a social status or a way to give back.Karin Dillie, 33, an executive at an e-commerce company in New York, said she hadn’t realized that she could be an angel investor. But in June, when a business school classmate emailed asking her to help fund a calendar app called Arrange, Ms. Dillie decided to go for it. She invested $5,000.“I probably needed someone to give me permission to play the game because investing always seemed so elusive,” she said.Karin Dillie, 33, an executive at an e-commerce company in New York, said she hadn’t realized that she could be an angel investor.Elianel Clinton for The New York TimesMs. Dillie has since joined several informal investing groups, listened to podcasts and set up news alerts for terms like “preseed funding” (the earliest money a start-up usually raises from outside investors). She said she was motivated to support female founders, who raise less than 2 percent of all venture funding.In London, Ivy Mukherjee, 28, a product designer, and Shashwat Shukla, 30, a private equity investor, also started putting money into start-ups together this year to learn new skills and network with others in the industry. They said they were proceeding cautiously, with checks of $2,000 to $5,000, knowing they could lose it all.“If we happen to make our money back, that’s good enough for us,” Mr. Shukla said.The new angels have the potential to transform a venture capital industry that has been stubbornly clubby. They could also put pressure on bad actors in the industry who get away with things ranging from rudeness to sexual harassment, said Elizabeth Yin, a general partner at Hustle Fund, a venture capital firm. The firm also created Angel Squad and shares deals with its members.“More competition brings about better behavior,” Ms. Yin said. (In addition to investing in start-ups, Hustle Fund sells mugs that say “Be Nice, Make Billions.”)The angel boom has, in turn, created a miniboom of companies that aim to streamline the investing process. Allocations, the start-up run by Mr. Advani, offers group deal making. Assure, another start-up, helps with the administrative work. Others, including Party Round and Sign and Wire, help angels with money transfers or work with start-ups to raise money from large groups of investors.AngelList, which has enabled such deals for over a decade, has steadily expanded its menu of options, including rolling funds (for people to subscribe to an angel investor’s deals) and roll-up vehicles (for start-ups to consolidate lots of small checks). Mr. Kohli said his company runs a “fund factory” that compresses a month of legal paperwork and wire transfers into the push of a button.Still, getting access to the next hot tech start-up as a total outsider takes time.Ashley Flucas, 35, a real estate lawyer in Palm Beach County, Fla., began investing in start-ups three years ago. She said it was a chance to create generational wealth, something underrepresented people did not typically get access to.“It’s the same people doing deals with each other and sharing in the wealth, and I’m thinking, how do I break into that?” said Ms. Flucas, who is Black.But it took cold emails, research, building her reputation on AngelList and participating in three angel investing fellowships to get access to deals and construct a portfolio of more than 200 companies, she said. Things especially took off this spring after she invested in several companies that had just graduated from Y Combinator, the start-up accelerator. Some of her investments have appreciated enough on paper to return more than she has put in.Now, Ms. Flucas said, she is getting asked to join venture firms or raise her own fund. “The seeds I planted at the beginning of the journey are bearing fruit,” she said.“It’s the same people doing deals with each other and sharing in the wealth, and I’m thinking, how do I break into that?” Ms. Flucas said.Ysa Pérez for The New York TimesSome longtime angels have cautionary words for those just beginning their start-up investments. Aaron Houghton, 40, an entrepreneur, said he lost $50,000 that he had invested in a friend’s start-up in 2014, along with a $10,000 deal that went belly-up. He sarcastically called the losses a “really nice, somewhat inexpensive wake-up call” that showed he needed to spend more than a few hours researching companies before investing.But that isn’t always an option in today’s frenzied market. Mr. Houghton said he had recently been given little more than a pitch presentation, a high price tag and a few hours to decide whether he was in or out of an investment.“It’s all so hot right now,” he said.In the recent Angel Squad class, one participant asked if investors should be concerned about valuations. Mr. Bahn said it was up to each investor, but he added that there was an upside to the skyrocketing prices. Some tech companies were becoming huge, worth $10 billion or more on paper, creating bigger returns for investors who got in early. That was the exciting thing about investing in young start-ups, he said.“The alpha,” he said, referring to an investor’s ability to beat the broader market, “just continues to grow.” More

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    QR Codes Are Here to Stay. So Is the Tracking They Allow.

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    Fueled by a desire for touchless transactions, QR codes popped up everywhere in the pandemic. Businesses don’t want to give them up.SAN FRANCISCO — When people enter Teeth, a bar in San Francisco’s Mission neighborhood, the bouncer gives them options. They can order food and drinks at the bar, he says, or they can order via a QR code.Each table at Teeth has a card emblazoned with the code, a pixelated black-and-white square. Customers simply scan it with their phone camera to open a website for the online menu. Then they can input their credit card information to pay, all without touching a paper menu or interacting with a server.A scene like this was a rarity 18 months ago, but not anymore. “In 13 years of bar ownership in San Francisco, I’ve never seen a sea change like this that brought the majority of customers into a new behavior so quickly,” said Ben Bleiman, Teeth’s owner.QR codes — essentially a kind of bar code that allows transactions to be touchless — have emerged as a permanent tech fixture from the coronavirus pandemic. Restaurants have adopted them en masse, retailers including CVS and Foot Locker have added them to checkout registers, and marketers have splashed them all over retail packaging, direct mail, billboards and TV advertisements.But the spread of the codes has also let businesses integrate more tools for tracking, targeting and analytics, raising red flags for privacy experts. That’s because QR codes can store digital information such as when, where and how often a scan occurs. They can also open an app or a website that then tracks people’s personal information or requires them to input it.As a result, QR codes have allowed some restaurants to build a database of their customers’ order histories and contact information. At retail chains, people may soon be confronted by personalized offers and incentives marketed within QR code payment systems.“People don’t understand that when you use a QR code, it inserts the entire apparatus of online tracking between you and your meal,” said Jay Stanley, a senior policy analyst at the American Civil Liberties Union. “Suddenly your offline activity of sitting down for a meal has become part of the online advertising empire.”“I’ve never seen a sea change like this that brought the majority of customers into a new behavior so quickly,” Ben Bleiman, Teeth’s owner, said of QR codes.Ulysses Ortega for The New York TimesQR codes may be new to many American shoppers, but they have been popular internationally for years. Invented in 1994 to streamline car manufacturing at a Japanese company, QR codes became widely used in China in recent years after being integrated into the AliPay and WeChat Pay digital payment apps.In the United States, the technology was hampered by clumsy marketing, a lack of consumer understanding and the hassle of needing a special app to scan the codes, said Scott Stratten, who wrote the 2013 business book “QR Codes Kill Kittens” with his wife, Alison Stratten.That has changed for two reasons, Mr. Stratten said. In 2017, he said, Apple made it possible for the cameras in iPhones to recognize QR codes, spreading the technology more widely. Then came the “pandemic, and it’s amazing what a pandemic can make us do,” he said.Half of all full-service restaurant operators in the United States have added QR code menus since the start of the pandemic, according to the National Restaurant Association. In May 2020, PayPal introduced QR code payments and has since added them at CVS, Nike, Foot Locker and around one million small businesses. Square, another digital payments firm, rolled out a QR code ordering system for restaurants and retailers in September.Businesses don’t want to give up the benefits that QR codes have brought to their bottom line, said Sharat Potharaju, the chief executive of the digital marketing company MobStac. Deals and special offers can be bundled with QR code systems and are easy to get in front of people when they look at their phones, he said. Businesses also can gather data on consumer spending patterns through QR codes..css-1xzcza9{list-style-type:disc;padding-inline-start:1em;}.css-3btd0c{font-family:nyt-franklin,helvetica,arial,sans-serif;font-size:1rem;line-height:1.375rem;color:#333;margin-bottom:0.78125rem;}@media (min-width:740px){.css-3btd0c{font-size:1.0625rem;line-height:1.5rem;margin-bottom:0.9375rem;}}.css-3btd0c strong{font-weight:600;}.css-3btd0c em{font-style:italic;}.css-w739ur{margin:0 auto 5px;font-family:nyt-franklin,helvetica,arial,sans-serif;font-weight:700;font-size:1.125rem;line-height:1.3125rem;color:#121212;}#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-family:nyt-cheltenham,georgia,’times new roman’,times,serif;font-weight:700;font-size:1.375rem;line-height:1.625rem;}@media (min-width:740px){#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-size:1.6875rem;line-height:1.875rem;}}@media (min-width:740px){.css-w739ur{font-size:1.25rem;line-height:1.4375rem;}}.css-1dg6kl4{margin-top:5px;margin-bottom:15px;}#masthead-bar-one{display:none;}#masthead-bar-one{display:none;}.css-12vbvwq{background-color:white;border:1px solid #e2e2e2;width:calc(100% – 40px);max-width:600px;margin:1.5rem auto 1.9rem;padding:15px;box-sizing:border-box;}@media (min-width:740px){.css-12vbvwq{padding:20px;width:100%;}}.css-12vbvwq:focus{outline:1px solid #e2e2e2;}#NYT_BELOW_MAIN_CONTENT_REGION .css-12vbvwq{border:none;padding:10px 0 0;border-top:2px solid #121212;}.css-12vbvwq[data-truncated] .css-rdoyk0{-webkit-transform:rotate(0deg);-ms-transform:rotate(0deg);transform:rotate(0deg);}.css-12vbvwq[data-truncated] .css-eb027h{max-height:300px;overflow:hidden;-webkit-transition:none;transition:none;}.css-12vbvwq[data-truncated] .css-5gimkt:after{content:’See more’;}.css-12vbvwq[data-truncated] .css-6mllg9{opacity:1;}.css-1rh1sk1{margin:0 auto;overflow:hidden;}.css-1rh1sk1 strong{font-weight:700;}.css-1rh1sk1 em{font-style:italic;}.css-1rh1sk1 a{color:#326891;-webkit-text-decoration:underline;text-decoration:underline;text-underline-offset:1px;-webkit-text-decoration-thickness:1px;text-decoration-thickness:1px;-webkit-text-decoration-color:#ccd9e3;text-decoration-color:#ccd9e3;}.css-1rh1sk1 a:visited{color:#333;-webkit-text-decoration-color:#ccc;text-decoration-color:#ccc;}.css-1rh1sk1 a:hover{-webkit-text-decoration:none;text-decoration:none;}“With traditional media, like a billboard or TV, you can estimate how many people may have seen it, but you don’t know how people actually interacted with it,” said Sarah Cucchiara, a senior vice president at BrandMuscle, a marketing firm that introduced a QR code menu product last year. “With QR codes, we can get reporting on those scans.”Tom Sharon, right, and Jamie Sunderland, founders of Cheqout. Mr. Sharon said restaurants that used QR code menus could save 30 percent to 50 percent on labor costs.Ulysses Ortega for The New York TimesCheqout and Mr. Yum, two start-ups that sell technology for creating QR code menus at restaurants, also said the codes had brought advantages to businesses.Restaurants that use QR code menus can save 30 percent to 50 percent on labor costs by reducing or eliminating the need for servers to take orders and collect payments, said Tom Sharon, a co-founder of Cheqout.Digital menus also make it easier to persuade people to spend more with offers to add fries or substitute more expensive spirits in a cocktail, with photographs of menu items to make them more appealing, said Kim Teo, a Mr. Yum co-founder. Orders placed through the QR code menu also let Mr. Yum inform restaurants what items are selling, so they can add a menu section with the most popular items or highlight dishes they want to sell.These increased digital abilities are what worry privacy experts. Mr. Yum, for instance, uses cookies in the digital menu to track a customer’s purchase history and gives restaurants access to that information, tied to the customer’s phone number and credit cards. It is piloting software in Australia so restaurants can offer people a “recommended to you” section based on their previous orders, Ms. Teo said.QR codes “are an important first step toward making your experience in physical space outside of your home feel just like being tracked by Google on your screen,” said Lucy Bernholz, the director of Stanford University’s Digital Civil Society Lab.Ms. Teo said that each restaurant’s customer data was available only to that establishment and that Mr. Yum did not use the information to reach out to customers. It also does not sell the data to any third-party brokers, she said.Cheqout collects only customers’ names, phone numbers and protected payment information, which it does not sell to third parties, Mr. Sharon said.At Teeth, customers can order food and drinks at the counter or via QR code menus. Ulysses Ortega for The New York TimesOn a recent blustery evening at Teeth, customers shared mixed reviews of the QR code ordering system from Cheqout, which the bar had installed in August. Some said it was convenient, but added that they would prefer a traditional menu at a fine dining establishment.“If you’re on a date and you’re whipping your phone out, it’s a distraction,” Daniela Sernich, 29, said.Jonathan Brooner-Contreras, 26, said that QR code ordering was convenient but that he feared the technology would put him out of his job as a bartender at a different bar in the neighborhood.“It’s like if a factory replaced all of its workers with robots,” he said. “People depend on those 40 hours.”Regardless of customers’ feelings, Mr. Bleiman said Cheqout’s data showed that about half of Teeth’s orders — and as much as 65 percent during televised sports games — were coming through the QR code system.“They may not like it,” he said in a text message. “But they’re doing it!” More