Already, it seems almost quaint. In short, they're cutting out the proverbial middleman. There are significant benefits at the back end, too. Retailers gain the ability to work from smaller inventories and the consistent delivery and fast fulfillment that come with a shorter distribution chain. Consumers get virtually instant gratification, simplified shopping online and potentially lower prices.
Digital technologies make it all possible.
Orders are placed via the Internet. And accompanying materials can be created on-demand and personalized using digital imaging.