I just want to say that from talking to small businesses a lot of them do turn to selling via marketplace (Etsy, Amazon, eBay, etc) because the time and cost of maintaining an online storefront and processing their own payments and doing their own sales tax is a lot for very small businesses. Marketplaces offer them big exposure and handle all that for them so they can focus on the thing they make. A lot of very small retailers won’t sell via a website they maintain.