How does this differ from traditional brick and mortar retail? The retailers posed a barrier to selling to consumers at scale and wholesale prices, I think, wer

How does this differ from traditional brick and mortar retail? The retailers posed a barrier to selling to consumers at scale and wholesale prices, I think, were closer to 50% of retail markup. Sure, manufactures could find small retailers and build a following from there, or find ways to market direct to consumers. But it seems like that is still true, if not even easier in the modern age. So what is different. I ask this not rhetorically, clearly there are differences. Is the scale the difference? Was it always wrong and we just didn't see it a clearly? Is the smaller number retailer the major factor?