It’s been a while since I ran across a beta startup I really wanted to write about. Then I came across the Vancouver startup Cargoh. To be honest I have been waiting for the next generation of eBay, a real community with a crisp new look and feel – and I believe I found it. Cargoh is an online community and marketplace where chic buyers meet up with a world of indie artsy folk. And a bit more than that, as you shall see.
Welcome to the World of Cargoh
At first glance Cargoh looks a bit like its well funded competitor Etsy ($51.6 million – whew), but first glances do not often reveal differentiation do they? We needn’t go into a competitor analysis here. Esty came onto the scene and filled a huge gap, but now metrics are what that platform stands on – momentum being what it is. Cargoh’s beta appears to operate on another simple premise – emulate and refine. A sort of “more is better” where aesthetics, navigation, and design are factored. Sorry, getting too profound here. Cargoh is a far better experience as reflected below.
Cargoh merchandise display is unparalelled
Cargoh is called a “curated social marketplace,” which seems fair enough. But the defining characteristic that strikes me is the way the developers managed to refine simplicity and minimalism, while integrating a superb aesthetic on the WHOLE site. In short, for once ease and simplicity do not have to be dog ugly. I have barked about this very developmental and design aspect until I am blue in the face – well, the developers at Cargoh got it right. Let’s face it, any marketer or PR knows a site for artsy and creative people had damned well better reflect it. Bottom line? Cargoh welcomes the world dressing for the part of chic marketplace.
Like I said, where Cargoh’s competitors offer a great time piece, this entry offers Swiss perfection. Maybe I am being too positive here, but it seems to me 4 great and informative blogs are better than one, superb user tools rather than adequate ones should reign, and interconnectivity should be extraordinary. The multitude of tools for vendors, their illuminated connectivity methods, the way their stores look, Cargoh presents people and their work the way anyone would want to be seen, as illustrated below – note the uncluttered but completeness of connects and other elements.
Profile connects right there - crisp and uncluttered - but complete
At Cargoh sellers and buyers are offered innumerable value in information, presentation, and last but not least – product visibility. Cargoh make eBay look like a cheap flea market tent sale by comparison. And Etsy? Don’t get me wrong here, not at all, Esty is actually an extraordinary movement toward next generation e-Commerce – Cargoh is just the next step in my view. I believe many will agree. Even if the reader does not fully follow my thinking on design superiority, he or she will surely find not only the content richness of Cargoh, but superb product lines. In the end, the products and value are what drive people. Cargoh has someone looking for true indie genius.
Happy Startup Ending
In concluding, rave reviews like this do not come along that frequently. I must admit Cargoh somehow enamored me. The design of the portal is nearly without flaw. As a commerce community it logically incorporates user profiles, discussion forums, an events, as well as an internal messaging system.
These simple, but refined tools help buyers, sellers and art enthusiasts connect. The space is after all about art, but not just paintings and photography. Actually, everything on Cargoh reflects creativity, from their Facebook identity to the superb photographic store of Jason Evans pictured below. This is the way I would want my work displayed. If and eBay or another big player does not buy this startup, I would be very surprised.
Who ever thought an e-Commerce site could look like this? Tailored and image rich blogs to the creativity of a single merchant – what a nice site.
Four, count em, tailored blogs by Cargoh
Oh, one negative, the introduction video is narrated by Paul Burger, the President of Cargoh and one of the founders. Paul, you should never, ever consider narrating video again. Sorry dude, you can’t be great at everything.
A superb Jason Evans photography store on Cargoh
Special notes. I am surprised Robert Scoble has not covered this startup since it is hosted on Rackspace cloud servers? Well, to check out just how Cargoh was conceived and bluilt check out the Drupal pages, and Appnovation’s part in this cutting edge platform. Again, super work by the Co-founders, Cariann Nesler and Paul Burger, and particularly their design and coding team.
About Phil Butler
Just re-read the article and wanted to say thanks again Phil. We really appreciate it! Cheers
Great overview. It’s also nice to see a balanced and honest review.
Awesome Article! Thx for the mention, Phil!
Yes, they started with a bump, but speed bumps are sometimes needed to keep the road from being run down by a stampede, and that is exactly what it was. People are so hungry for alternatives that they literally flocked to Cargoh’s open door. It had to be closed to keep the vision true. I’m pleased that they decided to jury the site, even if it meant that a few would not be invited to stay. Their aesthetic is crucial and even with the unfortunate result of suddenly having to get a jury process going. In truth, the sellers on the site are quite happy that they did.
Cargoh certainly does have a vision, one that I find very artistic and refreshing and I am quite excited about my future there.
Cargoh is bold on their blog. They show no interest in being guided by those clutching their pearls over someone’s artistic vision. I don’t expect to see Cargoh being molded by ideology and intolerance of other peoples work. That alone is worth my support, and I’m grateful to Cargoh for offering that platform.
Great article Phil, spot on.
Hi Phil,
Thanks for the great article and shout out. Much appreciated.
Jason Evans
You know Cargoh has a few problems to overcome and the biggest one out there is the way they treated a large group of artist when they first opened up by inviting them and letting them set up shop and then in a week or so telling them they did not fit into there vision?
Now these were some of the premier artist out there and believe you me the artist community was not pleased with what they did and are boycotting Cargoh!
You do not treat people like that and it will be a long time to overcome that in my opinion. Regardless I will not be shopping there because of this!
Great article! I’m really happy to be selling on Cargoh. My store, michelevaldezphoto, is the second screen shot in your article- here’s a link: http://www.cargoh.com/store/michelevaldezphoto
Thanks for including my images in this article. I’m really excited about Cargoh and my experience with them so far has been terrific!
-Michele Valdez