Mass online markets that bring people from many regions together, like that of eBay, do provide better price liquidity to those markets, delivering on a long-promised benefit of a deflationary effect, but this isn't necessary a great benefit to sellers, according to Internet Retailer. Through a combination of cheaper online marketing opportunities and increased price competition in the big online markets, some retailers are finding it easier to go out on their own, driving traffic to their own domains rather than selling through online shopping systems.