In 2018, Cherie Edilson noticed a problem. After years of selling handcrafted hair bows through her own small business, she realized that too many brick-and-mortar stores relied solely on in-person traffic.
Edilson had dabbled with selling on Amazon before, but the platform came with rules that, she realized, were proving insurmountable to many other small businesses. On Amazon, “there are so many restrictions on how quickly you should get your products out,” Edilson said. That’s not to mention an assortment of fees that very easily could overwhelm a low-margin shop.