Online Shoppers Are Rooting for the Little Guy - Not Amazon

Unfortunately I think this will only always be a small percentage of shoppers. The lowest overall price + convenience trumps all for most people. This is why WalMart is so big, low prices. It is a great thing to support local businesses, but I think for the majority of online shoppers unless they can beat or match the price + convenience + speed of large online retailers they are not going to be looked at as a viable alternative.