NBC News

Over the nine months Andy Hunter courted investors for his online bookselling business, Bookshop.org, he was repeatedly told it was doomed to be crushed by Amazon.

Three months since its launch with less than $1 million in funding, Hunter said the business has already far exceeded levels he’d hoped to achieve by Christmas. By early May, Bookshop has been selling more than 10,000 books a day to 175,000 customers before spending a dollar on advertising, according to Hunter.

“My goal was to capture 1 percent of Amazon’s book market and we’re there now; we’re over 1 percent of their sales,” he said in a phone interview in late April. “I thought it was going to take three years to get there and instead it took 11 weeks.”

While the pandemic threatens to cripple small businesses like book stores and restaurants that tend to rely on foot traffic, it’s also creating opportunities for some online businesses to expand. Bookshop’s early success shows that Amazon may not be the only e-commerce business to come out of the pandemic stronger than before. As the retail giant has been forced to loosen its speedy delivery times in the face of unprecedented demand and inventory shortages, smaller e-commerce services have also seen a boom as consumers scramble to find goods online.

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