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With Enough Customers, You Don't Need a Product

Deena Varshavskaya’s Wanelo connects young shoppers to mainstream stores, small boutiques, and most important, each other

Photograph by Ian Allen for Bloomberg Businessweek

About once every 10 minutes, a girl—usually a teenage girl—tweets about her complicated, intense, time-sucking relationship with the social shopping site Wanelo. “Safe to say I’m addicted,” says @_MaryBeth1. “I see so many things I want on Wanelo but then I get sad I’m never going to buy them,” says @jesstoci. “Wanelo is kinda the reason I have no money,” adds @ayeitskellay.