Ecommerce vs Experience. Online sales amount for a great deal of small business sales and direct to consumer advertising is a fabulous way for start ups to rake in a profit, but there’s something millennials are getting more of and it’s living proof that retail is NOT dead. It’s called ‘experience’ and smarter retailers are realizing that it’s not only about the product, but about the feelings associated with buying it. Launching the dream. Originally initiated by the Mills Corporation, The American Dream Mall is the second largest mall in the United States. Developed by the owners of Mall of America, the 4 million sq foot tourist hotspot set forth to create an unrivaled indoor experience.