E-comm opportunity – Surfacing products that consumers don’t even know they want

By July 13, 2016Ecommerce

Benedict Evans recently published a post noting that there’s no Facebook of ecommerce. He notes that we get our news from sites like Facebook that direct us to articles we might find of interest from all over the world, but that when it comes to products there’s nothing similar. All we have is Amazon, which is amazing, but only when we know what we want.

As Benedict points out the main barrier to people buying things online now is knowing about them. If you know they exist you can find them on Amazon, or maybe Google. If you don’t know they exist then Amazon and Google won’t help you – you can’t search for things you haven’t thought about.

The analogue in traditional retail is walking into a shop because they have interesting things in the window, and then coming out with something you didn’t necessarily know you wanted. In this scenario the shop has generated the (foot) traffic and created a sale through curation and/or recommendation.

So, as Benedict says:

Someone needs to do the [online] demand generation – to tell you there’s something you might want.

In other words – they need to curate and/or recommend products that people don’t know, or aren’t sure, they want. That’s the broad middle of products that aren’t well known enough to be searched for but have wide enough appeal to be worth curating.

Forward Partners (and others) have been investing on this thesis for a bit now with two broad strategies:

  • Multi-brand retailers who build a loyal audience through recommendation and/or curation across a large range of SKUs. The key for these businesses is to have collections that resonate enough for customers to sign up for emails, notifications or other regular reminders to come back and check the service. This was the thing that Fab.com got very right – everybody loved receiving their Fab emails and clicked through to the site to see other cool stuff. Examples from our portfolio include Thread.com, Patch, and Snaptrip.
  • Vertically integrated single brand retailers who build an audience loyal to their small range of products. The key for these businesses is to have products that are strong enough to generate brand loyalty. Once again email is a powerful tool to drive repeat custom. There are many good sized US businesses with this approach – Bonobos and Warby Parker are two of the better known. Interestingly there are fewer in the UK and Europe. Examples from our portfolio include Spoke and Makers Academy.

The concept of the ‘broad middle’ points to other markets that might be interesting to build businesses that won’t have to compete with Amazon. In general it’s industries where there’s no dominant brand and online penetration is low – say sub 10%.

From a venture perspective the opportunities are investable if they can generate huge returns, and that’s a function of the number of people in the target market, how much they might spend with the service and the margin on that spend.