The online grocery discovery problem

The discovery process is broken — the fragmented market is making it impossible for customers to navigate which brands they should be paying attention to. On top of this, consumer fog and confusion has alienated people, making them feel “out of the know” and “uncool” because they can’t keep up (an unfortunate side effect for brands that set out to ... See more

Basics are versioned with pricing that reflects it, consistent photos and videos of each style and color combination, a wide array of models, guidance based on actual measurements of what would fit better, subscriptions, descriptions that people actually can decipher, and size, style, color, and version all being on a single page.

Curated is solving a simple but important problem: people want to buy things online, but for big-ticket items they still want advice from a salesperson. It almost seems silly to buy a pair of skis online because there are so many questions and considerations.

When we look back over the past 100 years, traditional commerce (and the culture it indirectly endorsed) was primarily curated by a single person’s point-of-view. Even when commerce moved online, to places like Amazon or Farfetch, retailers still controlled the types of things consumers purchased. Online commerce didn’t innovate a new shopping expe... See more