There’s a reason that Amazon’s stock skyrocketed 28 percent in 2018, a notable outlier amid the broader market trends. The behemoth retailer is bolstered by a few key differentiators when stacked against the competition — but let’s backtrack for a moment to examine the state of the current online marketplace. In truth, there’s an expectation in the market that buying online is cheaper. Yet it’s often more expensive to ship goods. Most online retailers make more money offline than online. It’s counterintuitive but true.