This is basically the same space as local search, except local search doesn't require retailers to integrate their inventory system or share their inventory information. They just need to pick what kinds of searches they would want to receive traffic from.
It's easier for the store, easier for the customer, etc. The odds of a retailer not having something in stock are low enough it isn't a big problem, and you have a phone right there so you can call to verify.
Most importantly, the barrier to entry is extremely low... and yet, it's very hard to get enough content to make the service really work. So adding that more complex barrier to entry is NOT going to make things better.
It's easier for the store, easier for the customer, etc. The odds of a retailer not having something in stock are low enough it isn't a big problem, and you have a phone right there so you can call to verify.
Most importantly, the barrier to entry is extremely low... and yet, it's very hard to get enough content to make the service really work. So adding that more complex barrier to entry is NOT going to make things better.