[pc86]

Sure it can.

I'm not saying it's free but it's not a foregone conclusion that 100% (or any percent) of that cost must be passed on to the consumer.

If a manufacturer/distributor/restaurant is willing to accept lower margins for the increased reach and market access, they will.

[Eisenstein]

It cannot be the case because the business would cease to exist in their current form if they did that. They would close their retail stores and become online only, because there is now zero incentive for anyone to go to the store instead of ordering it and having it delivered.