11 Main, a new invitation only online ecommerce platform by Chinese internet giant Alibaba, is now open for business in the US. Focusing on small niche markets and boutique shops, Alibaba released the new platform shortly before their IPO on the New York Stock Exchange, with an expected valuation of approximately $153 billion.
As an invitation only platform, both vendors and shoppers must be approved before using the site. Some of the companies currently signed up for 11 Main include Sole Bicycles, Jewelry Lad, TAY Skin Care and Aegis Handcraft. The new site was created by two Alibaba US subsidiaries – Auctiva and Vendio, which Alibaba acquired to capture more of the US market.
Inviting in the right shops and providing the assistance they need to grow is important to 11 Main, according to Mike Effle, President and General Manager who states “We’re constantly introducing new shop owners who represent the diversity of Main Street and featuring their new, amazing products in a beautifully designed experience.”