this seems to be a very US-centric analysis? if I were to look at Europe I'd say that on the pro market there's Hilti and then everyone else. and the consumer market is very open (Bosch, Ryobi, Makita, Dewalt etc)
EDIT: and of course, Parkside, aka the greatest value for money of all time
You want to see e-commerce? If so, you won't find it on the global site, for obvious reasons.
Well, Lidl's Parkside Performance range at least. The regular Parkside stuff can be hit-or-miss (but always cheap).
You can sometime also see overlockers and sewing machines on bigger productions, but those are either paid by the productor, or depends on the worker prefered tools, and you will see a lot of diversity (my father's overlocker brand closed shop in the 90s with the rest french textile industry).
Not sure if Würth is still around for tools, but we had Hilti and Würth for the most part. But I also inherited an old Oerlikon drill that is probably older than I am...
This may surprise you, but some people are from regions of the world where only a subset of worldwide products are available to them. Those people will then only write about the things generally available in their country.
the cordless power tool industry is a global industry, the author even lists german and japanese countries in their "analysis". therefore it doesn't seem amiss to expect a global analysis before saying something like "the industry is moving this way"