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In 1999, Nick Swinmurn founded ShoeSite.com (soon renamed Zappos after the Spanish word zapatos ). The early days were a classic "fake it till you make it" mirage. Without inventory or warehouse space, Swinmurn would walk into local shoe stores, take pictures of shoes, upload them to the website, and if someone bought them, he would run back to the store, buy them at full price, and mail them out.

Hsieh's philosophy was captured in his best-selling manifesto, Delivering Happiness . He believed that corporate culture was the brand, and if you got the culture right, everything else—like great customer service and profits—would naturally follow. 🏢 The Holacracy: The Quest for Perfect Freedom zappos com

They offered free shipping both ways for a full year, shifting all the risk of online shopping from the consumer to the company. In 1999, Nick Swinmurn founded ShoeSite

Customer service reps were encouraged to stay on the phone with customers for as long as needed. One legendary call lasted over 10 hours. Customer service reps were encouraged to stay on