You rent a nice pitch at a market (or rent a shop with a good position in a highstreet or mall). You have ready made walk-by traffic that you sell your stock too. You buy a nice domain name and have your expensive website built. But you have no traffic to sell your stock too. You have to spend money to market yourself and get traffic from one source or another in an online arena with more and easy entry for competition to take you on. is the benefit to being online these days diminishing in some ways..