article_snippet: How do they keep costs down?
article_snippet: But some small businesses are finding the cost of that exposure too onerous.
article_snippet: own projections and don't have to worry about returns from retail store customers.
article_snippet: But social media takes more populating a Web store or Instagram feed with aspirational images of attractive people to reduce margins.
article_snippet: The upside is that The upside keeps shipping costs down and allows Buck Mason to respond faster to market demands by placing small orders with a quick turnaround.
article_snippet: It also creates a quicker "feedback loop" through which the Suttons can listen and respond to customer feedback.
highlights_snippet: Pros include smaller margins that can lower prices for consumers .
  
highlights_snippet: Social media make finding customers easier, but Social media's still an uphill battle .