As the pandemic drags on, retailers like Amazon, Walmart and Target are raking in digital sales, while thousands of small businesses struggle to keep the lights on. With Main Street falling far behind, one company has come up with a solution to help local stores compete with the online giants.
“Nearby" is an online storefront that handles marketing, orders, fulfillment, and shipping for local businesses. The company's founder, April Underwood, used her experience leading product design at tech giants like Slack and Twitter — and hopes Nearby will help beloved neighborhood businesses keep up.
More than 160,000 businesses have closed since the pandemic began, according to the latest available data from online review site Yelp.
“There is no website or app you can go to and buy things from the shops in your own local hometown, and get them delivered to your doorstep just like you might from Amazon, or some big e-commerce player. And that's what we're building,” Underwood told NBC News.
She piloted the program with a website called “Keep Oakland Alive," which features 40 small businesses. Now, she is expanding nationally — the cities of Austin and Charleston are next.
The company retains a 5 percent fee in Oakland to cover credit card fees, sales tax, and delivery costs.
Underwood said that Nearby offers what a small business otherwise couldn't afford: people to make the deliveries, content writers to craft an online presence, and digital marketers who can find paying customers online. And because the pandemic has forced so many small businesses to rapidly move to e-commerce, those businesses suddenly have the digitized inventory systems in place that make it possible to pull stores together into an online marketplace, something that was missing in online "buy local" efforts of the past.
“Those big e-commerce players — Amazon, Target, Walmart — they have created expectations where people believe that they should have access to unlimited selection at the lowest prices, and it should all arrive within a very limited amount of time," Underwood said. "We’ve been led to believe that that is what we should expect, and that that’s actually sustainable, and that every other retailer, small or large, should rise to that level,” she said.
Erica Perez, co-owner of Oaktown Spice Shop, said she feared her store would have to completely shut down at the start of the pandemic. However, a collaboration with Nearby, and a fee of just 5 percent — which is only collected when the retailer makes a sale — made it possible for them to grow their e-commerce business.