The theory of the Long Tail* suggests that new technology, including the
rapid growth of online shopping, has reduced barriers to entry for many firms
selling products to niche markets. These products are unlikely to command shop
space in traditional bricks-and-mortar retailers. Lower production and
distribution costs means that many products may have a very low break-even
quantity, which does not deter specialist online retailers with 'infinite'
storage space, and which has created the so-called long tail of smaller,
*Chris Anderson, C. (2006).The Long Tail. Hyperion.