If they have an exceptional deal, a unique vase or a fresh shipment of flowers, they have no way of relaying that information back to the customer. Florists then match the photo, flower for flower. Shoppers select a floral arrangement based on stock photos. “In a way they’re still using the Internet the same way they use a telegraph wire,” Shoraka says. But in Shoraka’s opinion, they were stuck in that era. To this day, florists refer to these companies as a “wire service” in a nod to their distant past. It’s a time-honored business partnership dating back to the early days of the telegram, when FTD began wiring orders to florists across the country. Florists, in turn, pay a 20 to 50% commission. Those sites are essentially middlemen, taking orders on one end and dispatching them to neighborhood florists on the other end. Collectively these companies capture roughly two-thirds of online flower sales, a $2.3 billion market, according to research firm IBISWorld. BloomNation has taken aim at three giants of the floral industry: 1-800-Flowers, FTD and Teleflora. The team credits BloomNation’s rapid growth in part to their slow-moving competition. The company’s revenues have climbed by 15 to 30% each month, and its founders expect sales to hit $45 million within one year. Today, more than 3,000 florists are on board, paying a 10% commission on every order. Roughly 600 florists signed up before the website had even launched.
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