I live in Sweden, and almost every year I discover someone I work with or have friends in common with, who has a friend or relative in Italy, or Greece who farms oranges/olives/cheese or what have you. And this friend in Sweden is selling their produce by word of mouth.

So once a year at harvest, the relative has someone drives a truck full of olive oil 2000 kilometers north, and dozens of Swedes turn up at an appointed time on a Tuesday afternoon in a parking lot to pick up their order of six bottles of oil. The prices are no better than in the supermarket, but ostensibly you’d get a high quality product.

It’s a funny way to do business in 2025, completely without Internet infrastructure. Somehow, I don’t think it would work as a web shop.

There is a lot of “paperwork” to do it as a web shop, if you know what I mean.