Good question.
The reason we started the business was not that we wanted to be a software company, but that we were frustrated by the software on the market. In 2005 there were two ways to build an online store. Up here you would go to a big company like GSI Commerce or Cactus Commerce in Gatineau, and for $100,000 to $1 million they would build you a custom online store. Everyone from Canadian Tire to Loblaws went that route. But we didn't have $100,000 or $1 million. At the bottom end of the spectrum you had companies like eBay and Etsy and these platforms that would allow you to place an item for sale on their marketplace. The problem was that your business at that point was always owned by eBay effectively; it was never a stand-alone business. So scalability wasn't there and you would eventually graduate off eBay's platform. We wanted the functionality that the enterprise guys were providing at the price points that eBay was providing. So in that case I think we democratized retail to the extent that anyone can compete with Walmart now and sell T-shirts online, and in some cases can win if they're savvy with marketing.