If you were to open a coffee shop, where would you place the coffee shop to?
You would be thinking to put it around a high traffic area. Ideally, it will generate more revenue than the case if you put in somewhere else. The problem is your cost will be higher too because the generally the landlord will tend to charge more rent, and so on.
What if you put a coffee shop online? You may think I am crazy but why not? You may ask HOW? I don't even know but why CAN'T you do it?
More people will realize the power of e-commerce and eventually more business will switch to the internet based. In other words, less people will use an actual store. What will happen next? Rent will be brought down, cost will be brought down if you were to open a store on the street. Eventually it will find a balance. E-commerce affects the entire economy