Internet and Localization
What the internet together with the smartphone has now done is that it democratized accessibility. Any website, article, tweet, video, image, product, service on the web can be read by anyone in the world. But this has taken out the geographical localization from the experience of buying something or experience a product.
In most cases it is more efficient to just order for food in an app rather than to physically go to a restaurant and pick up an order. The same applies to e-commerce, flight and hotel booking etc. Businesses that rely on the hyperlocal aspect for its business still need a network of employees to run its operations. Whether it is a delivery/logistic arm of Amazon or distributed pockets of people who are ready to rent out a space to strangers.
The scalability of such systems on top of a stack like the internet is huge. Nothing new here. But what that means is that, for a given reward structure, a biggest fish WILL have to emerge in almost every pond. Not completely extinguishing it’s competitors. But leaving enough room for bespoke peers in the market.
An example is Amazon followed by all these niche e-commerce websites. Like Google followed by the rest.