Shopping site Jet promises lowest prices online

Montclair, New Jersey

MARC Lore learned plenty during the six years he spent building his last start-up, Quidsi, into a booming e-commerce business that Amazon bought in 2011 for more than a half a billion dollars. Most important, he said, was the lesson in what customers really want out of online shopping.

With Quidsi's fleet of shopping sites, which included Diapers.com, he was focused on providing impeccable customer service and speedy delivery. Rock-bottom prices weren't a company priority. He believes that's why only one out of five people who shopped on Diapers.com ever returned. "That was the big realisation," Mr Lore, 43, said. "Price is still king."