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What Happens When a Storefront and a Social Media Network Combine?

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This story appears in the March 2013 issue of Entrepreneur. Subscribe »

What It Is

San Francisco-based Storenvy is a mashup of two online platforms: an easy-to-use storefront and a social media network. The retail component is a boutique populated by roughly 26,000 artists and manufacturers selling their clothing, housewares, jewelry, books and other items. The social media part of the equation took off with the site's relaunch in December, which added a way for items to be promoted to the community of roughly 500,000 shoppers through "Envies"--the Storenvy version of Facebook's "Like" button. This allows users to follow the purchases of shoppers who have similar tastes. The site also puts out a periodic e-newsletter tailored to customers' past purchases and Envies.

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