DISCUSSION
Can a social sneaker sales site stand on its own two feet?
Written by RetailWire Staff
The number of websites that we use, whether for shopping or socializing, seems to be shrinking. While we once traveled to all different corners of the web to research and discuss our specialized interests (and make purchases), our web experiences are now more consolidated. We mostly stick to our go-to e-commerce giants, like Amazon, and our social media giants, like Facebook. But there are still niches in which smaller websites succeed by catering to hyper-specialized interests. A new start-up hopes that one of those niches is sneakers.
Sneakmart is a combined e-commerce platform and social network targeted specifically at sneaker collectors who like to discuss their hobby and buy and sell their shoes. According to a press release, the marketplace was designed and launched by 17-year-old CEO and founder Anthony Debrant, himself a "sneakerhead," to facilitate fellow enthusiasts discussing and selling vintage, classic and new collectible sneakers. The marketplace is built around a website as well as a mobile app that users can download for free. Mr. Debrant said that mobile is the "go-to search tool for sneakerheads."
Although big names like Facebook, Twitter and LinkedIn dominate the social media world, plenty of other sites have dedicated user bases. Last year, Time detailed the best social networks outside of the big names. Most of those mentioned had specific niche audiences. NextDoor, for instance, lets people interact online within a given neighborhood, RallyPoint is set up exclusively for the military and military families, and Untappd is for beer aficionados.
Just how well a single interest-driven social network can also act as an e-commerce site remains to be seen. But sneaker collecting could be a good space for trying it. Hardcore sneaker collectors pay big bucks for rare items (generally on auction sites like eBay). According to Sneakmart's press release, the secondary sneaker market is a $1 billion industry.
Sneakmart is not the only start-up trying to appeal to sneakerheads. A Detroit-based start-up called StockX recently debuted an online marketplace meant to act as a "stock market" displaying real-time cost fluctuations and other information for high-ticket sneakers.