he now does business as richard solo, and says for small internet companies to compete, they have to be different than amazon and ebay. you have to have a unique product. we try to come up with unique products that aren't available everywhere. >> reporter: so whether it's a digital screen tv, camera, toy, or watch, these and other brands have become commodities, things available in many places on-line and off. >> you can check out places here and find what you like, and then shop for it on-line to get a better deal. >> reporter: on-line retailers can often supply them cheaper than brick and mortar stores. >> if i'm just looking at picture on-line, it's definitely name brand. >> however, for a lot of clothes buying, that's still pretty much a hand's on experience. >> so much of the shopping mall is clothing and shoes, and you want to see how they fit. you want to look in the mirror and see how that dress hangs on the woman, right? or how that pair of running shoes feels on your feet. haven't but once consumers have that fit, it is not at all unusual for them to buy the same product to