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Retail, rent and things that don't scale — Benedict Evans

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What happens when rent, returns and advertising blur into one? What would it mean to do ecommerce that doesn’t scale?

Retail, rent and things that don’t scale Morioka Shoten I generally think about retail as sitting on a spectrum from logistics to experience. At the logistics end, you know exactly what you want and retail’s job is to provide the most efficient way to get it. At the experience end, you don’t know, and retail’s job is to help you, with ideas, suggestion, curation and service. Ecommerce began at the logistics end, as a new and (sometimes) more efficient way to get something. It’s not always more efficient - you don’t have your lunch mailed to your desk. Rather, the right logistics in retail is a

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