Physical space has been one of the largest bottlenecks when it comes to shopping and what is available in the market. With use of the internet a new market has appeared, one that can collectively overtake the sales of best sellers and blockbusters, this is various niche markets. This has allowed things to be available in a market that previously weren’t because they were not popular enough, and therefore did not make up enough profits, to take up physical space or time. Now that we do have these ‘niche’ products available to buy through the internet, it devaluates blockbusters. For example clothing internet shops are seen everywhere, such as ASOS which if it was a physical shop it would have to be the size of a warehouse to stock all its clothes. These web shops are allowing people to express themselves in extensive ways, just as Book Depository, an online bookstore who in its title advertises ‘Over 9,000,000 Books available,’ allows people to purchase books that wouldn’t otherwise be available in bookstores.
Chris Anderson came up with the term the long-tail and explains it with reference to the economic graph of the demand curve (as shown in this picture). In his wired article, he discovers that Amazon makes a significant proportion of its sales from opaque books that aren’t purchasable in physical stores such as Barnes & Noble. The long-tail has power to make things available; it surpasses the restraints of geography, distribution and scale. The consumer gets what the consumer wants, no matter how popular or niche.