> My coffee shop is not an existential threat to Amazon, which retains huge advantages of scale. But before, Amazon was the only firm that could really do ecomm

> My coffee shop is not an existential threat to Amazon, which retains huge advantages of scale. But before, Amazon was the only firm that could really do ecommerce. Now, everywhere can. This is not a good example. In 2000 , it wasnt harder for the coffee shop to make a website than it was for amazon, and their challenges were similar: how to accept payments and how to deliver. Amazon solved those through scale, the coffee shop did not solve either of them (the author admits they send their kid to do deliveries). Accepting payments problem is easier today, but still not easy, and still not comparable with the world of cash where everyone everywhere has equal access to payments. Without some massive new tech that will break the moats of bigtech (payments, logistics network, lock-in via identity) i dont think bigtech will unbundle