" But buyers first discover their books online only about 17% of the time." Buying merchandise online is often far more convenient and less expensive than buyi

" But buyers first discover their books online only about 17% of the time." Buying merchandise online is often far more convenient and less expensive than buying merchandise in the store. But discovering products is much more convenient when you can handle it, read the first chapter, etc. Brick-and-mortar storefronts may become outlets for marketing. Instead of making their money by generating sales, they make their money by charging book owners to have a copy on the shelves. Customers get the convenience of discovery, bookstores stay in business, and authors get their material out into the world. Online retail is probably going to change the way we consume goods over the next decade in larger ways than it already has.