By the end of the Middle Ages the technological systems called cities had become a central feature of Western life. In 1600 London and Amsterdam each had populations of more than 100,000. Colonialism and trade produced a powerful merchant class that helped to create an increasing desire for luxury items. Products are being delivered to citizens in a more efficient manner, as industries and business firms have decentralized to more closely fit the distribution of population. Malls have sprung up in suburban areas, making the downtown department store obsolete in many smaller cities.
Manufacturers also market their goods directly to customers in factory outlet malls.