Merchant Innovation

Shopify Launching Flash Sale App Frenzy

The company behind Shopify is launching another app dubbed Frenzy, which is centered on flash sales.

According to a report in TechCrunch, Frenzy is an app that lets users put all the things they want from the flash sale in one central place and, when they are ready to move, pay via Apple Pay. Frenzy relies on Shopify’s back end to prevent the app from crashing, noted TechCrunch. The app works with retailers and brands.

The Frenzy app is launching on Thursday (Nov. 24) in time for Thanksgiving with merchants including Kith, Love Your Melon, Raised by Wolves and Off the Hook.

The move on the part of Shopify with Frenzy comes as Amazon got out of the flash sale market this past spring. Back then Re/code reported Amazon was shutting down its flash-sale fashion shopping site MyHabit after five years of operation. This decision came just three months after Gilt Groupe — of which MyHabit was once a competitor, noted the outlet — was sold to Hudson’s Bay for $250 million, a heck of a discount for the owner of Saks Fifth Avenue given that Gilt Groupe was valued at more than $1 billion.

The Re/code story additionally shared WWD’s report that Amazon expected to pull the plug on MyHabit by the end of May. While Amazon’s decision (as well as Gilt Groupe’s deeply discounted buyout) appears to signify that the curtain has fallen on flash-sale fashion sites, the titan remains committed to furthering its own efforts in the fashion space overall.

“Fashion is one of Amazon’s fastest-growing categories,” the company remarked in a statement to WWD. “As we continue to increase our breadth of selection and improve the customer experience on Amazon.com, we have decided to simplify our offering and will be closing MyHabit at the end of May. Our customers can now shop from Amazon Fashion’s incredible assortment of brands across clothing, shoes and accessories — backed by award-winning service, free shipping and returns, and exclusive benefits for Prime members.”

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