Hippeas preps e-commerce site to keep Amazon at arm’s length

Hippeas preps e-commerce site to keep Amazon at arm’s length
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Chickpea snack brand Hippeas has gone from zero to making a million dollars a month in revenue in less than two years. While Amazon orders have fueled those sales, the startup wants to keep the retailer at arm’s length by launching its own e-commerce site. The site is expected in 2018. Selling directly to shoppers is a priority for Hippeas, with founder Livio Bisterzo fearing the momentum behind the business will fade if it doesn’t sidestep retailers. On its current sales trajectory, which puts the business at £7.5 million ($10 million) this year and £18.8 million ($25 million) the next, Hippeas is projected to make £100 million ($132.8 million) in sales by 2022. It will take longer to hit those numbers without going directly to customers, said Bisterzo, who also sees the move as a chance to be less reliant on Amazon. While Starbucks is Hippeas’ biggest distribution channel, orders from Hippeas’ Amazon store are forecast to hit $3.5 million next year. Although Bisterzo is grateful for both the visibility and increased sales that come with selling on Amazon, he views it as a frenemy. Having an e-commerce site is important because Hippeas can “fully curate” the experience, which you can’t do on Amazon, he explained. Bisterzo wants control of the type of customer data that Amazon possesses. The online behemoth’s reluctance to share shopper data has long been a point of contention for retailers on the site, many of whom have no choice but to accept the situation […]

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