Should ecommerce merchants have to choose between ownership and discovery?

We’ve spent the past two years rebuilding Dash to Cart around a question we kept coming back to.

Marketplaces are great at discovery and traffic, but merchants give up some control over the customer relationship.

Running your own ecommerce store gives you more ownership, but discovery is harder, and the tech stack can quickly become complicated.

We felt there should be something in between.

That idea became Dash to Cart 2.0: a hyperlightweight DTC commerce platform where merchants can run their own storefront while also gaining visibility through built-in Discovery.

We’re relaunching soon, but before that, I’d genuinely like to hear from founders, sellers and ecommerce operators:

What do you think is still broken in ecommerce today: discovery, ownership, fees, complexity, marketing, or something else entirely?