This was a pioneering concept in 1992: that of Web-based factory direct marketing, with drop-shipping of merchandise. Development of this concept included market research, online surveys, and relationships with manufacturers.

The system incorporated a Buyers Guide, which was designed to give the consumer as much information about the product and manufacturer as possible. In part, this information was gathered from other buyers who had purchased previously by giving them the opportunity to post their satisfaction ratings. By doing so, the tracking of product quality and on time deliveries from suppliers happened in real-time.