Before the Internet, companies such as FTD worked with a network of independent florists through a wire service. Web sites run by FTD and other major retailers simply are expanding on this practice, which allows consumers to point and click at what they want. The consumer's request is then sent to a shop in the FTD network and the request is filled by a local shop. This is a disadvantage for companies such as Agicic's. Because of this, the company is able to advertise both by itself and within individual Web sites.
Accessibility makes it hard for independent shops to keep up.
Within these links, consumers may opt for a more local search, which will link them to the Internet equivalent of local yellow pages. However, given their vast affiliations, major florists are almost always listed in such searches, while small businesses may not have the time or the resources to ensure that they are listed in these directories. Agicic admits that it is difficult to have the same advertising power as major companies. She currently advertises with Network Solutions and is the process looking for new ways to promote her shop. In an effort to free up more money for online promotion, she has stopped advertising in the Yellow Pages and local papers, focusing instead on finding places on the Web.