Why is the e-commerce market share substantially lower in the music products industry? There are a few ready explanations. Pianos, by virtue of their size and weight, are still almost exclusively a brick-and-mortar product category. Retailers may promote and prospect online, but piano sales are still consummated at a local storefront. Similarly, entry-level school music instruments are primarily sold by local retailers who service music directors. Sales of pro audio gear, where any installation expertise is required, are also largely a brick-and-mortar affair. Exclude these categories, and the online market share of the remaining product groups is closer to that of the consumer electronics market. Convenience and the absence of sales tax are two of the reasons why online commerce has flourished. The industry's expanded product offering is another. As one online retailer put it, 'Customers can see everything that's available online, and when they decide they want a red guitar with specific pickup and hardware configuration, they won't settle for anything else. If they can't find it in a store, they'll go online for it. That's what has driven our sales.'