What is your 'must read' eCommerce book and why?

Hi folks, I'm looking for eCommerce book recommendations. Does anyone have a favorite book or must read? Any tips would be appreciated!

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    @efletch thanks for the comment :) For me, my favourite one is Delivering Happiness https://www.amazon.com/Delivering-Happiness-Profits-Passion-Purpose/dp/0446576220 good for understanding the competitive forces in eCommerce and how one business grew

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    I'm also curious about this! I've read some general business books but no e-commerce specific ones. I'd love to get some recommendations.

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