Google is used to making the rules, not just in online marketing. This was visible with Tesco – they just introduced a shopping app, supposed to allow customers to shop via Google Glass, which is now a product without any purpose because Google announced a stop to the sale of the data glasses that same week. The project “Glass” will continue and pass on to some departments, but no more details have made it to the public. There are even rumours that Google might have failed.
Admittedly, 8select is the runt of the curated shopping providers. It also is currently difficult not to disappear in the shadow of Outfittery, who have millions in funding, shine with a TV spot and who brought home the prize for “Leader in the Digital Age” at the CeBit 2014.
How to survive? Be just as fast paced. Hone the concept, before Outfittery goes in the direction of the mass market. Because even if the Berlinians have the media buzz on their side at the moment, I find the innovations at 8select more interesting.