In the fiercely competitive realm of e-commerce, differentiation is key. ShopThing, under the visionary leadership of Founder/CEO Maggie Adhami-Boynton, has remarkably managed to carve its unique niche by weaving live video commerce, mobile technology, and influencer marketing into a one-of-a-kind shopping experience. This innovative model, akin to a modern-day QVC but with influencers at the helm, represents a significant leap from the impersonal click-and-cart shopping modes prevalent today.
With a rich background of 15 years in the startup ecosystem and a master’s degree from Harvard, Adhami-Boynton is the linchpin behind the success of ShopThing — one of North America’s pioneering live video commerce platforms. Her adept leadership has seen ShopThing being lauded as the next e-commerce evolution by Deloitte, owing to its effective amalgamation of live-streaming, influencers, and top-tier brands to enhance online selling.
Before embarking on the ShopThing voyage, Adhami-Boynton played a pivotal role in scaling Plastic Mobile, one of North America’s most awarded mobile app agencies, as its Vice President of Operations. Her strategic acumen was further acknowledged when she transitioned into the Havas Worldwide executive team following the acquisition of Plastic Mobile in 2015. Her rich experience and visionary leadership are undoubtedly the driving forces behind ShopThing’s remarkable journey in revolutionizing the e-commerce landscape.
The genesis of ShopThing came at a crucial juncture, amidst the COVID-19 pandemic, a period marked by a seismic shift in retail dynamics. As brick-and-mortar stores faced unprecedented challenges, ShopThing offered a lifeline to retailers seeking alternative distribution channels. Even as the global economy grappled with a recession, ShopThing’s consistent support helped many retail partners weather the storm, showcasing its unwavering commitment to empowering both the influencers and the retail community at large.
The voyage of ShopThing into live video commerce in 2019 was nothing short of pioneering. At a time when live streaming was primarily associated with Asian markets, ShopThing introduced a fresh, influencer-driven live shopping model to the Western world. Today, ShopThing stands as a leader in live shopping, with many in the industry drawing inspiration from its innovative approach. The curated daily shopping events, offering steep discounts on designer brands, have become a signature feature, enticing a loyal customer base.
Since ShopThing’s soft launch in 2019, Adhami-Boynton has been instrumental in assembling world-class product and technology teams, catapulting ShopThing to amass a robust customer base of over 250,000. The momentum shows no signs of slowing down, reflecting a promising trajectory for the company.
The platform’s endeavor to minimize its carbon footprint and promote sustainability is notably reflected in its latest category expansion, pre-loved luxury goods. This expansion towards a circular economy not only resonates with the growing eco-conscious consumer base, but has also proved to be financially rewarding. The pre-loved category emerged as the fastest-growing segment, exemplifying a successful marriage between sustainability and growth.
The ShopThing mobile app serves as the portal to this immersive shopping universe, where users can tune into live shopping events and engage with influencers in real time. It elevates online shopping to a more personal, interactive level, akin to shopping alongside a friend — albeit a virtual one. The app’s user-friendly interface allows consumers to effortlessly navigate through live events, with filters to streamline their search for the best deals on luxury items.
Collaborations with eminent luxury brands further bolster ShopThing’s standing in the market. The platform’s model of influencers live-streaming exclusive sales and sharing their top picks of the day adds a layer of personal connection and trust, making luxury shopping a more accessible and enjoyable experience.
Ease of access is a pivotal aspect of ShopThing’s user experience. With its app available on both iOS and Android platforms, the gateway to luxury shopping is broadened. Although payment is currently confined to major credit cards, the secure checkout process ensures a seamless transaction experience. The finality of sales in live shopping events underscores the platform’s confidence in offering authentic, quality products, and the comprehensive customer service support stands ready to assist with any queries, be it sizing, fit, or order status.
ShopThing’s meticulous approach extends to its shipping and delivery process. From order confirmation to shipment, the step-by-step updates it provides reflect a well-oiled operational machinery aimed at ensuring customer satisfaction. The anticipation may stretch over a 1-3 week shipping period, but the reward of acquiring authenticated luxury items at unbeatable prices makes the wait worthwhile.
ShopThing’s organizational culture is emblematic of progressive corporate ethos with diversity and inclusion at its core. A predominantly female leadership team and a staff comprising over 90% persons of color is a testimony to its commitment to fostering an inclusive work environment. Such a diverse milieu nurtures creativity and innovation, essential ingredients in propelling ShopThing forward in the ever-evolving e-commerce landscape.
Adhami-Boynton’s stewardship has propelled ShopThing into a vanguard position in the e-commerce arena. The meld of live video commerce, influencer engagement, and a strong commitment to sustainability and diversity encapsulates a forward-thinking business model.
As ShopThing continues to evolve and refine its offerings, it sets a compelling precedent for what the next evolution of e-commerce could embody, making it not just a shopping platform but a harbinger of the e-commerce future.
