In a time when giants like Amazon rule, it appears to be rough times for independent bookshops. But one website, Bookshop.org, bucked the trend for independent bookshops. By harnessing a commitment to literary culture and community values, the website just raised $30 million in funding—a step that not only secures its mission but broadens its scope and influence.
A Dream That Started with Book-Lovers
Bookshop.org was founded in 2020 by Andy Hunter, who envisioned an online store that would be able to help community bookshops along with offering the advantages of online shopping. In a span of just a few years, the website has grown manifold, proving that shoppers are ready to shop at local shops.
Statista indicates that Amazon generated well over $500 billion in revenue for 2023. However, Bookshop.org seeks to provide a means for independent bookstores to remain in business rather than competing against those behemoths.
Seed to Scale: The $30M Boost
The new funding round, spearheaded by investors such as NextView Ventures, will be used to advance technology, go global, and for advertising. It will also reinforce connections to independent bookstores in underserved communities.
With more than 1,800 stores already providing returns to Bookshop.org, this investment will expand the network. Technology is a lifeline for small retailers—if utilized optimally, Forbes has stated.
Supporting Bookshop.org small business assistance
This is more than a smart business model. More than 75% of Bookshop.org’s profits are distributed to independent bookshops and affiliate programs. It’s a social enterprise that allows consumers to shop responsibly without losing out on convenience.
Independent booksellers are mentioned to have grown by 20% from 2019 to 2023 by American Booksellers Association, something largely attributed to platforms like Bookshop.org. By merging e-commerce and community, the website offers a roadmap to emulate.
The People Behind the Mission
Founder Andy Hunter is also a writer and independent media activist. His publishing and writing background provided the vision and motivation for him to start Bookshop.org at a watershed moment—when the COVID-19 pandemic closed many physical stores.
Hunter has referred to the growth as “beyond our wildest dreams” and stated that all of the success was built on the readers, writers, and bookstores uniting in one.
A Better Future for Bookstores
This $30 million investment is less about expanding Bookshop.org. It’s more about making a fundamental shift in how technology can fuel neighborhood business. It will also subsidize local shop owners to build more sophisticated data analytics and improved mobile UX.
A Pew Research survey determined that 65% of Americans still read physical books. That preference presents opportunities to innovate in how they are sold and distributed.
How You Can Help
Helping Bookshop.org is simple: purchase books on the website or become part of the affiliate program. Teachers, book clubs, and influencers all can make a difference by joining the affiliate program by showing support for their local bookstores.
NPR reports that Bookshop.org has so far paid independent bookstores almost $28 million. Every sale is a vote for sustainability, diversity, and community.
Community is the Future
Bookshop.org’s success is a reminder that community-owned models can and must be part of the new economy. With $30 million in fresh capital, the site will be well-positioned to spread its wings and enhance its work further.
When technology has the potential to remove us from our communities, Bookshop.org does the opposite by reuniting us one book at a time through stories.
