This new technology would have to revolutionize the way people shop online and become extremely appealing to the population as a whole. It would also be extremely difficult for a start-up company to gain economies of scale, or cost advantages associated with large-scale production, as the other major players in the industry already have done. Large firms, such as Amazon.com, have the ability to utilize machinery and other technology that requires a large initial investment but increase cost efficiency in the long term. A large initial investment is “outside the reach of smaller firms“, and therefore cannot produce economies of scale