There are so many brick and mortar businesses in my local area who don't take advantage of e-commerce to sell their products. What problems could e-commerce solve for their small retail shops?
I live in Brooklyn, NY, which is a really fertile ground for small business retailers. My experience speaking with a lot of the shop owners is that they simply don't have the resources to maintain an online presence. Just keeping the brick and mortar operation running consumes most, if not all of their time, especially if the are also creating and producing their own products. For many that I do see take a shot at e-commerce retailing, they may get Shopify/Squarespace site set-up, then just run out of steam to keep it going. One innovative, in-between approach that I've seen one of my favorite shops take, is to actually focus on using a single social media channel, Instagram, and maintain an e-commerce function through it. (See @peopleof2morrow on Instagram)