Tokengated Commerce

As we enter the web3 paradigm, there is massive potential to align incentives across consumers and brands in a way that has not been possible before, creating opportunities for co-creation and co-ownership, powered by crypto rails (ex: NFTs and social/community tokens).

Greg Isenberg called this “skill-locked commerce,” the idea of gating purchases based on abilities or some status achieved through merit — and the belief that the earned privilege to buy something will increase desire and activate purchases. What if we needed to solve a riddle or prove something to gain access to a particular good or service? What ... See more

“NFTs offer new ways for engaging customers,” explains Jaime Schmidt, the cofounder of Color Capital, a venture capital firm that invests in consumer brands and “Web3,” the term that refers to the blockchain-based decentralization of the internet. “For example, NFTs could unlock access to participation in focus groups, [or] private events available... See more