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Published Feb 3, 2025

Bookshop CEO Andy Hunter's crusade to save books from Amazon

Bookshop.org CEO Andy Hunter discusses the platform’s innovative approach to supporting local bookstores against Amazon, highlighting its ethical business practices, technical challenges, and impact on the ebook market, all while reinforcing the value of community and independent booksellers.
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  • Local Support

    Bookshop.org, led by , is a platform designed to empower local bookstores by allowing them to sell books online, directly competing with Amazon. The company prioritizes its mission over profit, giving over 80% of its earnings to independent bookstores, amounting to $36 million in the US and $40 million worldwide 1. Andy emphasizes the ease of onboarding for bookstores, which can start selling online in just half an hour, a crucial feature during the pandemic lockdowns 2.

    The whole reason that we have customers in the first place is because people are like, you know what? I want to keep my money in my community.

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    This approach not only supports local economies but also offers consumers an alternative to the Amazon ecosystem.

       

    Revenue Model

    Bookshop.org maintains a balanced revenue model, with 50% of its income coming from direct sales and the other 50% from bookstore and affiliate sales 3. This model ensures that the company remains mission-driven, focusing on channeling as much revenue as possible to local bookstores. Growth is primarily driven by word of mouth, with minimal digital marketing due to budget constraints 4.

    Our digital marketing budget is 1% of our revenue. And even if we tried to put all these ads out saying, support booksellers, not billionaires, we wouldn't have the reach.

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    This grassroots approach has been effective, with many customers switching from Amazon to support local bookstores.

       

    Tech Challenges

    Bookshop.org faces significant technical challenges, particularly in the realm of digital sales and app development. The company recently launched an app but cannot support in-app ebook purchases due to Apple's 30% cut, which would leave no profit margin for bookstores 5. Despite these hurdles, partnerships with companies like Kobo are being explored to enhance the user experience and expand digital offerings 6.

    You cannot sell ebooks in the app and make even a penny. It's impossible.

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    These efforts aim to make Bookshop.org the best online destination for book lovers, aligning with its mission to support local bookstores.

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