The modern internet has ushered in a world of near-infinite consumer choice, training a generation of online shoppers to expect low prices, rapid shipping, forgiving return policies and responsive customer service. Since deciding among a vast array of products you can’t see in person and hold in your hands is hard, the internet has also given rise to a series of online recommendation sites. Wirecutter, which the New York Times bought for $30 million in 2016, is the undisputed king of these, promising to identify whatever flatscreen television or citrus juicer is the superlative offering, then giving readers a single link to click through. The company with the best product gets a bump in sales, the site takes a commission, and customers get the world’s best drip coffee maker or under-desk treadmill, or whatever, shipped to their house within 48 hours. Everyone wins.
But Wirecutter’s endorsement can also be a curse. It’s natural that customers who learn that there is one perfect product are loath to settle for an alternative, and the level of demand that a platform like the New York Times can direct at a business may be overwhelming. Not everyone selling something online is ready for—or even interested in—internet-scale success.
Tyler Fields is your internet guru, delving into the latest trends, developments, and issues shaping the online world. With a focus on internet culture, cybersecurity, and emerging technologies, Tyler keeps readers informed about the dynamic landscape of the internet and its impact on our digital lives.
