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Can we please make a viable (federated!) amazon alternative? I have an idea!
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How do you handle returns, defective merchandise, warranties? If I buy something from you and something goes wrong with it, I'm not going to like being fobbed off with "hey, go talk to Tina". If they return-ship something to you instead of Tina, who pays to ship it back to Tina?
If you have a network of paricipating stores, then they can agree to take each others physical returns and inspect them.
With Amazon you pay that service if you consider that its prices are often higher than standard ecommerce sites. You can say it's a very comfortable service, but try to think how many times you returned products that you considered really necessary...
The same way it is done today. If I have a shop for cell phones i dont manufacture them. If they are defective, you come to me and I go to apple, google or whatever.
One could argue that if you made it clear that this shop is being federated to give you a streamlined experience. That way one could contact the shop in question through the same means (federation) and ask for refund, repair whatever.