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171. The Committed Innovator: How Shopify approaches innovation
Inside the Strategy Room
Two Fundamental Ways to Sell Products Online in 2005
In 2005, there were two fundamental ways to sell products online: direct to consumer retail and wholesale selling through marketplaces or third-party retailers. Utilizing the wholesale model meant having no direct relationship with the end consumer, as the customers were essentially rented from the marketplace or retailer. This approach was suitable for those solely focused on selling high volume without prioritizing a direct relationship with the end consumer, brand building, or establishing their own customer base.
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