Retail is a network of economically aligned participants. We will be engaging the existing ecosystem of marketplaces, and brands (B2B) then will be supporting those partners in their efforts to to reach shoppers (B2C). This multifaceted approach is often referred to as B2B2C. (Business 2 Business 2 Consumer). The SHOP Protocol supports every step of the process.

Almost half of our tokens are being allocated strictly for incentivizing 1) brands to join our platform and 2) consumers to use the platform. Because SHOP functions as a legal cooperative, all users, whether they are businesses or consumers, own the platform, decide how the platform should function, and benefit from its success.

We already have a number of partnerships with well known businesses to begin using our platform, and we are very excited to announce them in the coming days and weeks. When consumers see the selection of brands, and the impressive rewards they get through interacting with those brands on our platform, it's simple to see how the chain of B2B2C is so effective.