We are still, if you think about it, in the relative early days of ecommerce. A lot of the current flows and experiences are a mish-mash of what’s possible, what decisions the platforms made, what payment processors require, and what various layers of the stack can do to reduce friction and increase immediacy.

It’s gone from “no one will buy things on the internet” to “no one will buy things on social platforms” to “what won’t people buy just about anywhere?”

So it’s interesting to look back at the rise of the previous form of mass retail: department stores.

Everything Everywhere Daily has a great episode on the subject.

The threads of that episode combined with Benedict Evans' frequent mentioning of a theoretical Jeff Bezos playbook has me thinking the following stack could be a The Digital Age, or, A Young Captialist’s Retail Primer (get the reference?):