It wasn’t the holiday cheer Amazon fans were looking for. The online retail giant announced last week it would begin collecting online sales tax from Massachusetts residents, beginning next November. While this will help boost tax collections for the state, it could mean big changes for retailers.

Craig LaRosa of the Global Design Consultancy Continuum, joined NECN Business on Tuesday to explain how it might even the playing field. ”Convenience trumps price in a lot of decisions whether I’m going to buy online or brick and mortar,” LaRosa said. “That’s the advantage brick and mortar needs to go after.”

For more on the online sales tax debate and how retailers can take advantage down the line, watch the video.