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It seems to me that opening a new estore is miles harder than a physbook store.
You have a lot more factors under your control when opening a new store for anything, such as ambience, design, surroundings,chairs or not, free coffee or not, class 3 or 1 trading positions, advertising way easier, really helpful and knowlegable service, etc.....
And you are up against monoliths on line, which have truly global competition in a global market, whereas you can get away with a good rep in a smallish area for a "proper" store in the real world.
I know of two that have done just that, and survive happily.
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