Why 99 Dresses – an eCommerce Business with a Brilliant Idea Failed?

As per research, out of 10.000 funded startups, only a single one becomes a unicorn. Every year a number of startups fail, even those with VC backing and support. But, with every one of these failures, we learn something.

Generally, enthusiastic entrepreneurs are so in love with their idea that they neglect to look at it from the users’ perspective and skip the mandatory questions they should be asking themselves before putting resources into it. That is one reason why new businesses end up in the Valley of Death. And there are others too.

One such startup was 99 dresses, established by Australian Nikki Durkin when she was only 19. The platform offered clients a medium for exchanging, purchasing, and selling used pieces of attire for a little expense depending on its value.

In spite of the brilliance of the idea, the startup was plagued by serious issues even before it truly got an opportunity to get off the ground. Why it happened and what was the reason behind the failure of this eCommerce business? Let’s Find Out.