This ‘Shark Tank’ Winner Wants to Keep Amazon From Taking a Bite Out of Other Businesses’ Profits

Aarstol hopes to eventually include 5,000 to 10,000 companies representing 15,000 to 20,000 categories in the directory, making it the “everything showroom,” he says, playing off Amazon’s reputation as the “everything store.” Aggregation will enable companies to compete with Amazon in ways that go-it-alone-ers can’t afford. For example, Aarstol imagines giving businesses the option to participate in some kind of Prime-like free shipping feature. He would like to create brick-and-mortar showrooms for No Middleman brands. He also expects that No Middleman companies will in some cases share lists, bringing down customer acquisition costs.

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