Zappos: The Concierge MVP That Proved Online Shoe Sales
Type: case-study
Stage: Stage 4: Prototype Proof
Difficulty: beginner
Nick Swinmurn photographed local store inventory and fulfilled orders manually — zero warehouse investment. Lost money per sale but gained behavioral proof that people would buy shoes online without trying them on. Led to a $1.2B Amazon acquisition. The definitive Concierge MVP.