在2017年7月，刘强东发表了《第四次零售革命》一文，其中谈到零售的未来是“无界零售”：消费者越来越追求个性化产品和服务；零售场景将越来越分散化、碎片化；零售与其他行业（社交、内容、硬件、技术）相互渗透。
在无界零售时代，零售会无处不在。京东如何应对无界零售时代的到来？这篇文章给出的方向是，京东必须要从零售商转型为零售基础设施服务商，为合作伙伴提供以零售为基础的技术与服务，包括供应链、物流、金融、营销等。相应地，京东集团的组织架构必须要从“一体化”走向“一体化开放”。
这对京东来说是一个挑战。
过去京东能够从激烈的竞争中走出来，部分原因是得益于一体化模式，京东的技术和物流完全服务于零售，非常强地耦合在一起，“但现在我们对零售未来的判断是碎片化，一体化模式没办法应对碎片化零售业态，必须要走向开放”，廖建文说。
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