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I
n the middle to late 1990s, when e-com-
merce began to dial up, traditional retail-
ers repeatedly were warned about their
impending obsolescence. Brick and mor-
tar retailing, we were told, was toast. Some
20 years later, online sales account for less
than 10 percent of all U.S. retail dollars, and
the physical storefront has become a key part
of the omni-channel experience. Regardless of
any sales numbers, however, there’s no deny-
ing that e-commerce fundamentally changed
how consumers shop.
Peer-to-peer economics changethe rules
of consumption
by
Martin
Vilaboy
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Inside
Outdoor
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Summer
2015
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