David vs. Goliath? Can't we all just get along … and sell more stuff? A recent New York Times article suggests there's a trend of consumers attempting to rebel against big online retailers like Amazon and eBay. Retailers shouldn't view the internet as an "us or them" scenario, however. Everywhere is local online. Some consumers will shop on Amazon, while there are others looking for the little guy. As a retailer, there's no reason why you can't satisfy both.