The net result is the demise of some traditional markets, but enhanced
efficiency, choice, quality, and safety. Smaller, niche retailers also affect these
variables, though clearly not so substantively. Boutique sellers frequently target
opinion-leading consumers, and therefore often predict market trends. Amazon.com
has made an industry around targeting opinion leaders by what they read and buy.
Niche retailers are often able to sell higher margin products and services and to
engage in higher margin activities.