/// Aardvark Founder’s Social Shopping Site Luvocracy Creates Market Around Recommendations

April 5, 2013  |  All Things Digital


Nathan Stoll’s grandmother was an Avon lady for 50 years, and he wants to reimagine that role for the social media age. “Recommendations are an ancient thing; it’s different than reviews,” Stoll said in a recent interview at the headquarters of his startup, Luvocracy . “It’s part of the way we think. It’s someone you know and trust saying: ‘Go get that.’” Luvocracy CEO Nathan Stoll For his grandmother, selling cosmetics door to door was never about the money, Stoll said. It was about the satisfaction of knowing that her recommendations worked. Even though there are lots of websites for finding pretty pictures of products people like — Pinterest, Wanelo, Houzz, Fancy, OpenSky — Stoll thinks he has arrived at a new angle on social shopping. The invite-only site, which Stoll created with Beauty.com co-founder Roger Barnett, aims to create a marketplace around recommendations. It “closes the loop” on social recommendations by making everything on the site directly purchasable, Stoll said. New items are personally vetted by a team of “shopping assistants.” Here’s how it works: A Luvocracy member recommends a product. Then shopping assistants find the best price and availability for the product and publish it on the site. Other users, who are following the person or the category, find the product and buy it. The original recommender gets a cut. Eighteen-month-old Luvocracy is actually more established than you might think

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Aardvark Founder’s Social Shopping Site Luvocracy Creates Market Around Recommendations

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