Building Web3 Commerce

How might Web3 change the status quo in commerce?

Commerce will move to a wallet-centric experience.

Brands will access a new toolbox to create really meaningful, intricate interactions with their customers.

Before we dive in, what gives Web3 an edge?

  • The composability of NFTs open up a one-to-many world: brands share audiences, collaboration and multi-player commerce.
  • NFTs provide a new layer of social context which brands can tap into from the public ledger.
  • Differentiation of the interaction: bespoke, crafted, surprising.


  • Access a “secret” store front with a membership NFT.
  • Access (verified) drops, flash sales, events, and other perks.


  • Build your audience through other brands. Like a band, you play concerts with other bands and tap into their like-minded audience to grow your following.
  • Token-gating of audience X on the site of complementary brand Y
  • Airdrops as the new marketing flyer (can also be intrusive).

Multi-player commerce

  • Go on a shopping spree with your friends. Multi-sig shopping.
  • Assemble NFTs to access group perks


  • Mint a NFT and receive a (authentic) luxury item
  • Buy one, give one model. Buy 2 NFTs and 1 is donated (or equivalent goods / money)

Customer ownership

  • Customers vote on and propose brand decisions: next collection, collabs, etc.
  • Stake NFT for funding working capital


  • Community membership: connect with other customers (NFT DAO)
  • Community-owned events and products (derivative products, fan fiction, etc.)
  • Membership unlocks a premium tier of experiences instead of loyalty2.0 discounts

IRL personalization

  • Sign in at the store with a NFT, unlock the premium experience or a secret room, etc.


  • Faster and cheaper settlement than Stripe
  • On-chain revenue and cash balance ⇒ on-chain lending
  • Import real world assets on-chain; borrow against them for higher capital efficiency

Wallet Portability

  • Not specifically an opportunity for commerce, but the ability to have my wallet on hand anywhere is great. Commerce is happening on a growing number of channels, which requires ubiquitous payments and wallets: on a website, at the store, on social media, in virtual reality, at events, etc.
  • Wallets can easily be ported across channels (mobile, desktop, mobile, IRL).
  • What is this useful for? (think deeper)
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