This article was first published in Build Brilliant Brands, a new book from Facebook.
In 2015, my business partners Ilya Shirokov, Ilya Rubin and I noted that, despite the growth of mobile app penetration, all areas of e-commerce were still mainly desktop. We believed that mobile was primed to overtake desktop and become the first screen for shopping, so we set out to simplify the mobile e-commerce experience and create a platform that could capitalise on the changes on the horizon.
Our ambition was realised in 2016 when we launched Joom – a mobile-first e-commerce platform. Four...