Online shopping kind of sucks.

I’ve spent the last 30 years with a laser focus on how women shop and what we have now isn’t cutting it for women. The web was designed by engineers and coders who value speed and efficiency. They did a brilliant job, it’s fast and efficient, but if you actually like shopping, if you want a journey, and beauty, and a fluid shopping experience, it still kind of sucks.

Women make 85% of all online purchases and they shop differently than men. So why isn’t online shopping geared for the way women shop?

On the train, coming back from NEMOA in 2016, I had a moment of creative clarity and after four years of work, a patent, and joining forces with an MIT Ph.D., we built a way to make online shopping fun and engaging, without changing the website. It’s kind of magical. I have resisted talking about Stylaquin on the Cat-U Blog, but it really is a game changer and it does bring the beauty and engagement of catalogs to any website so I think it’s relevant. As a marketer, I think it’s important, and as a woman who does a lot of shopping online, I want it on every site I shop. 🙂

Here’s a 1-minute video that explains it. It’s currently in beta, our first tester is up over 400% and the return customer rate is over 30%. Okay tribe—let me know what you think!


  • Maria Gonzalez

    Wow, I really like this idea! It would definitely help me shop for wardrobe updates and when styling a room, too. I would love if it could be built upon to include the abilities to:
    • choose among styling board templates
    • choose which product thumbnail to add to the board
    • upload and include your own images to help coordinate new pieces with what you already own, or help add a bit of extra style to your board with uploaded graphics
    • share your board via social media or embed on your website and get a credit on your account if anyone purchases through your shared board

    • Sarah Fletcher

      Hi Maria, I’m so glad you like it! We are planning on several of the features you mentioned once we get going. You will be able to have multiple boards and be able to shop from any Stylaquin enabled site with the same boards. No more having to open 18 windows to see what you are interested in. I was talking to David, my co-founder this morning about whether the merchant or the end user should be able to choose how images appear on the styling board. You are thinking it should be more the end user? We are planning on creating a whole site where shoppers can share their boards with friends and see what others have bought. It will really enable influencers to have a lot of fun suggesting products and styling options. Interesting idea to give the credit to anyone who shares a board. I’ll have to see if that is possible. I like it. That makes everyone an influencer.

    • Sarah Fletcher

      Thanks Fariha!

  • Fariha

    I like this user-friendly online shopping feature where you can see both sides. One side where you browse and the other side is the items that you choose. You can determine whether you wanted that item or not. It’s brilliant!