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“If in January 2020 you told me that in two months’ time my shop would be selling nothing but I’d be making over $100,000 on Etsy, I’d tell you, you were nuts,” Jenner told me. “I had never even heard of Etsy.” Like Jenner, tens of thousands of store owners watched in horror as sales vanished. And for many, they never came back. During the first six months of the pandemic, U.S. e-commerce sales jumped 40.7%, while in-store revenue fell 2.7%. It would be easy to brush that off as an acceleration of commerce’s relentless migration to the internet. But there’s much more to it than that. The line between in-store and online is blurring, driven in part by pivot-or-perish stories like Jenner’s helping to write the playbook for mom-and-pop success in the post-pandemic era.

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