That’s the same advantage any business enjoys when other businesses give them their data.

The internet has enabled the smaller company to have access to customers worldwide without the use of any large retailer. The situation has never been better for smaller retail companies, assuming they can differentiate and protect their IP.

Obviously they are going to get killed going up against Amazon, Target, Walmart, Home Depot, Lowes, Best Buy, etc. But there is no avoiding economies of scale.