垂直电商是指面向特定行业或产品领域提供电子商务服务的企业。尽管垂直电商在某些领域取得了成功，但总体而言，为什么垂直电商做不起来？以下是一些可能的原因。

首先，市场规模有限。相比于大型综合性电商平台，垂直电商面临的市场规模通常较小。由于专注于特定行业，垂直电商的潜在客户数量会有所限制。这使得垂直电商难以实现规模经济，并且很难与大型电商平台竞争。

Firstly, the limited market size. Compared to large-scale comprehensive e-commerce platforms, vertical e-commerce often faces a smaller market size. Due to its focus on specific industries, the potential customer base for vertical e-commerce is limited. This makes it difficult for vertical e-commerce to achieve economies of scale and compete with large e-commerce platforms.

其次，运营成本高昂。垂直电商需要建立专门的供应链和物流系统，以满足特定行业的需求。这意味着额外的投资和运营成本。与此同时，由于市场规模有限，垂直电商往往难以获得与大型电商平台相比的更好的采购价格。高昂的运营成本对于垂直电商的发展构成了一定的挑战。

Secondly, high operational costs. Vertical e-commerce requires establishing specialized supply chain and logistics systems to meet the needs of specific industries. This means additional investment and operational costs. At the same time, due to the limited market size, vertical e-commerce often struggles to obtain better procurement prices compared to large e-commerce platforms. The high operational costs pose a challenge to the development of vertical e-commerce.

此外，用户习惯和品牌认知度是垂直电商面临的另一个问题。消费者习惯于使用大型综合性电商平台进行购物，获得更广泛的选择和更高的便利性。与此相比，垂直电商可能无法提供同样程度的多元选择和便利性，因为其专注于特定行业或产品领域。此外，大型综合性电商平台通常享有较高的品牌认知度，垂直电商往往需要额外投入来提升自身的品牌影响力。

Furthermore, user habits and brand awareness are another challenge for vertical e-commerce. Consumers are accustomed to using large-scale comprehensive e-commerce platforms for shopping, which offer a wider range of choices and higher convenience. In comparison, vertical e-commerce may not be able to provide the same level of diversity and convenience because of its focus on specific industries or product domains. Additionally, large-scale comprehensive e-commerce platforms often enjoy higher brand awareness, and vertical e-commerce often needs additional investment to enhance its own brand influence.

尽管垂直电商面临许多困境，但它们也具备一些优势。垂直电商可以更加专注于特定行业的需求，提供个性化的产品和服务，并与行业内的供应商建立更紧密的合作关系。此外，垂直电商还可通过提供专业知识和经验来吸引特定行业的消费者。

Despite the challenges, vertical e-commerce also has its advantages. Vertical e-commerce can focus more on the specific needs of an industry, providing personalized products and services, and building closer partnerships with suppliers in the industry. Additionally, vertical e-commerce can attract consumers in specific industries by offering specialized knowledge and expertise.

总的来说，尽管垂直电商在某些领域取得了成功，但其面临的市场规模有限、高昂的运营成本、用户习惯和品牌认知度是制约其发展的主要因素。要使垂直电商蓬勃发展，需要解决这些问题并寻找创新的商业模式来提供更好的服务。

In summary, while vertical e-commerce has achieved success in certain fields, its development is constrained by limited market size, high operational costs, user habits, and brand awareness. To foster the growth of vertical e-commerce, it is necessary to address these issues and explore innovative business models to provide better services.

（翻译对照）

Vertical e-commerce refers to enterprises that provide e-commerce services for specific industries or product domains. Despite achieving success in certain areas, why can't vertical e-commerce thrive overall? Here are some possible reasons.

Firstly, the limited market size. Compared to large-scale comprehensive e-commerce platforms, vertical e-commerce often faces a smaller market size. This makes it difficult for vertical e-commerce to achieve economies of scale and compete with large e-commerce platforms.

Secondly, high operational costs. Vertical e-commerce requires establishing specialized supply chain and logistics systems to meet the needs of specific industries. At the same time, due to the limited market size, vertical e-commerce often struggles to obtain better procurement prices compared to large e-commerce platforms. The high operational costs pose a challenge to the development of vertical e-commerce.

Furthermore, user habits and brand awareness are another challenge for vertical e-commerce. Consumers are accustomed to using large-scale comprehensive e-commerce platforms for shopping, which offer a wider range of choices and higher convenience. Additionally, large-scale comprehensive e-commerce platforms often enjoy higher brand awareness, and vertical e-commerce often needs additional investment to enhance its own brand influence.

Despite the challenges, vertical e-commerce also has its advantages. Vertical e-commerce can focus more on the specific needs of an industry, providing personalized products and services, and building closer partnerships with suppliers in the industry. Additionally, vertical e-commerce can attract consumers in specific industries by offering specialized knowledge and expertise.

In conclusion, although vertical e-commerce has achieved success in certain fields, its development is constrained by limited market size, high operational costs, user habits, and brand awareness. To foster the growth of vertical e-commerce, it is necessary to address these issues and explore innovative business models to provide better services.