
The internet allows people to connect with one another based on their shared interests and experiences like no other tool humans have ever used for communication. That means not only that countless people worldwide who likes garlic-flavored candy or have an obscure movie collection will be searching online for their latest treasure, but that families will be looking online for restaurants near them to go to on a Friday night, or for a quality remodeler in their area for a new deck or add-on, or for an automobile repair shop.
Niche marketing can happen on a global scale, as well as a local scale.