Connecting the Dots: Carted

Understanding the fundamentals of a marketplace

My first introduction to ecommerce was at the age of 14. I would purchase Longchamp handbags from France at warehouse prices, and resell them on eBay for a profit.

Delivering customer value

One of my first jobs was working at Appliances Online, as one of their early employees. Part of my role was watermarking and uploading product images on the website. I spent hours in Photoshop and Dreamweaver. All I could think about was how I could automate the whole process to make it more efficient.

Appliances Online ecommerce store (2008)
Carted product graph

Improving shoppers’ experience

Product images sell. But unfortunately, they look average surprisingly often.

The famous Cafe Newtown where I had an investor meeting

Looking beyond product images to create new commerce experiences

At the start of 2020, TikTok and the creator economy were growing at an extremely rapid rate. It seemed social media was no longer about posting aesthetic Instagram posts in a curated art gallery style of feed.

San Francisco, 2015 — I wrote on my wall “What does the new ecommerce look like?”

The infrastructure to build better commerce experiences

While building Vop, we realized that there was no plug-and-play solution that provides access to all products on the internet.

Connecting the dots

There’s a little blue plastic Atlassian duck that’s been sitting in my bathroom for five years. I can’t remember where I picked it up from, but I think it’s a crazy coincidence that Grok Ventures (Mike and Annie Cannon-Brookes’ family office) is now one of our investors.



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