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Arts Culture STEM Competition Tuesday 16th April 2024 Industry Opinion Local Nations Empowering Independent Bookstores in the Digital Age


In a world dominated by online retail giants, one startup has emerged as a beacon of hope for independent bookstores., founded by Andy Hunter, has revolutionized the way small bookshops can thrive in the digital age. This is the story of how a former magazine editor turned entrepreneur created a platform that defied expectations and provided a lifeline for struggling businesses.

It all started with a moment of inspiration during a work trip in 2018. Hunter, the former publisher of Catapult, found himself pondering the idea of ecommerce as an opportunity rather than a threat to independent bookstores. Motivated by a conversation with a board member of the American Booksellers Association, Hunter envisioned a platform that would empower these stores to compete with retail giants like Amazon.

Hunter's vision became a reality with the launch of in January 2020. The timing couldn't have been more fortuitous, as the COVID-19 pandemic forced many brick-and-mortar stores to close their doors. offered a lifeline, enabling these businesses to quickly set up digital storefronts and fulfill orders through a partnership with wholesaler Ingram.

The response was astounding. surpassed all expectations, reaching sales milestones that Hunter never anticipated. The platform became a symbol of hope for struggling bookstores and a way for customers to support local businesses during a time of crisis.'s profit-sharing model further cemented its appeal, as stores received a share of the sales generated through their virtual storefronts.

While has faced some criticism, with concerns raised about diverting sales away from independent stores, Hunter remains committed to his mission. He sees as a necessary intermediary, a way to counter the dominance of Amazon while still prioritizing direct purchases from local bookshops. With's success in the book industry, Hunter envisions expanding the platform to support other small businesses in the future.

As continues to grow, Hunter aims to introduce new features, such as audiobooks and ebooks. Despite the challenges posed by the dominant players in the market, Hunter's optimism is unwavering. He believes in the power of community and the importance of preserving independent businesses. With each new milestone and success story, proves that a small startup can make a big difference in the world of ecommerce. is not just a platform; it's a symbol of hope for independent bookstores everywhere. Through the dedication and vision of Andy Hunter, this startup has become a force for positive change in the industry, reminding us all of the value of supporting local businesses and fostering a sense of community in the digital age.

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