Folio Bookstore: Curated Online Books by a Young Founder

A New Online Bookstore Emerges from a Founder's Apartment

During TechCrunch Disrupt, numerous startup founders participated in video calls from Startup Alley, each hoping to highlight their company’s unique value. However, Clare Carroll, a 24-year-old founder, distinguished herself simply through her video call backdrop – her New York City apartment, which simultaneously functions as a storage facility for the hundreds of books she sells online.

From Consulting to Curated Book Sales

Carroll recently transitioned from a consulting position at IBM, following her graduation from Marquette University, to establish Folio, an online bookshop. The platform is designed to assist readers within the Gen Z and millennial demographics in discovering and acquiring their next literary favorites.

Currently operating as a one-person enterprise, Carroll manages all aspects of the business independently. This includes web design, order fulfillment, social media marketing, and accounting procedures. Her venture was sparked by a renewed passion for reading during quarantine, coupled with the realization that her peers lacked reliable sources for book recommendations.

Addressing a Gap in the Online Book Market

“While Goodreads offers certain advantages, its user interface hasn’t seen updates since its acquisition by Amazon,” Carroll observes, a sentiment supported by visual evidence from TechCrunch’s coverage of the acquisition eight years prior. “The challenge of rekindling people’s enjoyment of reading deeply resonated with me. I was unable to locate a desirable online bookstore, and I found it surprising that such a resource didn’t exist. I then decided to create it myself, after carefully considering my career aspirations.”

The success of platforms like Bookshop.org and Libro.fm demonstrates a consumer desire for alternatives to purchasing books from Amazon. Simultaneously, The Storygraph is actively working to develop a successor to Goodreads.

Folio's Unique Approach to Book Discovery

Folio differentiates itself by focusing on both book discovery and supporting publishers and independent booksellers. The online store currently features approximately 200 carefully selected titles, including popular releases such as “Detransition, Baby” by Torrey Peters, “Song of Achilles” by Madeline Miller, and “Crying in H-Mart” by Michelle Zauner.

“Our intention isn’t to stock every available book, and we never will be,” Carroll explains. “Even when a book appeals to our target demographic of 18-to-30-year-olds, with a female skew, we still meticulously evaluate and pre-select for quality. We anticipate never offering more than 1,000 distinct titles.”

Prioritizing Value and Supporting Authors

A significant portion of Folio’s inventory is sourced directly from publishers, resulting in an average book price of $18 to $20. “We are deliberately avoiding the Amazon model of aggressively lowering prices. I firmly believe in compensating artists for their work, and devaluing books benefits no one,” Carroll states. However, some titles are acquired as overstock – books returned to wholesalers by brick-and-mortar stores that were unable to sell their initial purchases, and then offered at a discounted rate to businesses like Folio.

Early Success and Community Building

Launched online in August, following its inception in May, Folio has rapidly cultivated a dedicated customer base through influencer collaborations, an affiliate program, a book club, and an engaging book recommendation quiz. While Carroll has not yet disclosed specific sales figures, she reports that around 30% of customers share their purchases on social media, and a substantial number of clients are repeat buyers.

“We envision ourselves as the Sephora of books,” Carroll concludes. “Customers can browse a curated selection, with various options available, but without feeling overwhelmed. Any item purchased has already been vetted and deemed worthwhile by others.”