My mother asked recently if they sell a certain something on Amazon. I chuckled and then informed her, “Short of a live elephant, I think you can buy just about anything on Amazon.” And it’s true. Yesterday, I bought an air-powered stapler locally, but I just checked and found the same exact model–two dollars cheaper–on Amazon. The staples for that tool are available in just about length and quantity. Obscure books, pointless Valentine’s gifts, and whatever this is are similarly available.
Amazon is amazing. They have everything. You don’t have to worry about some part being in the wrong bin or the price being mis-marked. With free shipping, it’s just about perfect. No wonder bricks-and-mortar stores are suffering so much.
There are, of course, some reasons why I might go to my local big-box store rather than scrolling through Amazon’s offerings. Let’s consider some of these.
- I can actually see, feel, try on, or otherwise experience the item before I buy it.
- I can talk to somebody about the item before I buy it.
- I can get the item right now rather than a day or two from now.
- I’m lonely and I just want to get out of the house.
- I can do the right thing by supporting local business.
I mention this because I’ve been thinking about my church in relation to Amazon. Why should a “customer” come to my church rather than experiencing church online? I can watch Joel Osteen on TV. Better yet (for several reasons), I can stream Steven Furtick on my computer. Why wouldn’t I opt for this instead of going to the trouble of heading to a bricks-and-mortar church?
And it can be trouble. You don’t have to find parking at the Amazon church. Your kids won’t embarrass you there. There’s nobody with too much cologne or not enough deodorant sitting near you there. You don’t have to pretend to like people. No one will judge your clothes, your hair, your family situation, your lifestyle, or anything else. These are real obstacles.
Of course, I know the various reasons why I shouldn’t opt for the Amazon-era church. There’s Hebrews 10:25 and all that, but they didn’t have broadcast capabilities in the first century. How can I convince a potential church “customer” that my church is better than the one they can see comfortably and readily on a screen. And that question is only relevant if I can convince someone of the need to “shop” for some sort of church experience at all.
For the bricks-and-mortar church to thrive today, it needs to be better than Amazon. We, as dedicated church people shouldn’t be surprised when others don’t find our church body compelling if it does not offer something like what’s listed in the bullet points above.
We are not the Amazon church. We shouldn’t aspire to being the Amazon church. But in an age when Amazon is carving a path through retailing, we need to see them as a cautionary tale. If retailers don’t offer something that Amazon can’t, they’ll go the way of K-Mart. If the church doesn’t offer something that the Amazon church can’t, then we shouldn’t be surprised to see our attendance, our budget, our effectiveness, and our witness declining in the culture.