How 3 Growing Niche Brands Are Simplifying Ecommerce

Brandless, Boxed and Dote are keying in on convenience

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Since Amazon’s inception, the ecommerce giant has shaped the industry. Fast shipping? Amazon has same-day. Zombie Plant Grow Kit? Check.

And yet, despite the convenience, some ecommerce sites are finding that not all shoppers want to buy through Amazon—or a big-box retailer for that matter. These niche etailers have discovered consumer groups that need a simpler way to buy products, and as a result, are filling holes to meet their specific needs and at the same time diluting some brands’ identities.

“For

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This story first appeared in the March 26, 2018, issue of Adweek magazine. Click here to subscribe.