Large businesses have long been more efficient than small ones on average but they often could not customize their products and services to cater to each locality or niche very well.

Advancing technology has enabled a greater economy of scale as well as mass customization beyond what was possible, thus increasing the competitiveness of large businesses.

Examples include customized shoes from big brands, e-commerce recommendation algorithms taking the roles of local shopkeepers, IT systems reducing the costs and increasing the effectiveness for managing far-flung enterprises.