If Amazon/Google can disrupt your business
then I humbly suggest you aren't very good at your business.
The only reason I shop at Sainsburys is geography. It's not the closest supermarket, but it's next to a nice Costa for a post-shop latte. That's the only difference between Sainsburys, Asda, Morrisons, Tesco and Waitrose. All of which are less than 20 minutes drive from me.
When 5 *massive* businesses are (a) shit and (b) indistinguishable, then it's time for Amazon or whoever to show them up.