The Internet Has 100 Million Shops and No Front Door
21st March 2026
There are over a hundred million online shops. That number is not a typo. Between Shopify stores, WooCommerce sites, regional marketplaces, and every DTC brand that set up a storefront in the last decade, the supply side of e-commerce is enormous.
And yet, when you want to buy something, you go to Amazon. Or Google. Maybe you open three tabs, compare prices, squint at shipping policies, and give up. The experience of actually exploring what is out there is terrible.
This always struck me as strange. The internet was supposed to make everything accessible. Instead it made everything available but almost nothing discoverable.