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Shoes.com, Canada based online shoe retailer has closed its operations and filed for bankruptcy. I, being a huge fan of vertical ecommerce marketplaces and have always stood up for companies like shoes.com. Its sudden shutdown got me into thinking what possibly went wrong and probable lessons to learn for niche marketplaces and associated brands.

Remember the small crisp messages that pop on your phone at random times, but isn't an email, SMS or a missed call? These messages called as Push Notifications, come from the several apps that you may have installed on your phone. Push notifications are one of the most powerful ways of marketing in the world of e-commerce. They empower the app publishers to reach out to their customers wherever they are, to engage them, and eventually redirect them to their app-offers and deals.