Retail in the US began as a highly localized, relationship-driven industry. General stores were the norm in the 19th century, offering a limited range of goods and relying on personal interactions. By the mid-20th century, department stores like Macy’s and Sears revolutionized the shopping experience by introducing variety under one roof. This era marked the birth of modern consumerism, fueled by the economic prosperity of the post-World War II period.

The introduction of shopping malls further solidified the dominance of physical retail and created destinations for both shopping and leisure. This brick-and-mortar supremacy shaped consumer habits, with weekend trips to the mall becoming a cultural phenomenon. The retail industry was highly regional. General stores and small businesses catered to the specific needs of their local communities, sourcing in-demand goods locally. The limited scalability is attributed to a lack of supply chains and the absence of advanced logistics systems.

Even as department stores gained prominence, their initial expansion was largely regional. Many brands started as local ventures before scaling to national recognition. For example, Sears began as a mail-order catalogue company, expanding to physical stores over time. The geographic reach remained constrained until the mid-20th century when advances in transportation etc allowed for broader scalability.