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England's smallest city enters the marketplace arena

Over 30 independent retailers in Wells - which has the honour of being England's smallest city - have joined together to create a new digital marketplace called MyHighSt, which launched on August 9. MyHigh.St’s has been founded by a toy shop owner, a mobile software entrepeneur and a marketing consultant. All 3 are based on Wells’ high street.The venture is an interesting one in that it aims, perhaps more directly and more successfully than any of the major marketplace players, to translate an offline, high-street ambience to an online marketplace. Shoppers on MyHigh.St can put all of their purchases into a single shopping basket to buy and arrange delivery through a single checkout. The site is PCI compliant, and has partnered with PayPal and Cardsave, part of the Worldpay group for payment options, and with UPS for next-day delivery.It's unlikely to frighten Amazon or Ebay, but MyHigh.St must be commended for its spirit, its innovation and its interesting concept. Yet another customer journey to be taken, with a fresh spin and perspective.

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