The digital age has seen the rise and fall of numerous online brands. Some have gone out with a bang, while others have slowly faded out. Oftentimes, this leaves loyal customers with questions like, “What ever happened to Wish?” or “Can I still buy items from ModCloth?” The reasons for these closures range from financial struggles to shifting market dynamics. So, let’s take a look at five brands that have been quietly stepping out of the digital marketing game and preparing to shut their doors for good.
1. Overstocked and Out: The Decline of Wish
Wish was once a huge hit among online shoppers looking for a good deal. It offered some extremely cheap products and had a seemingly endless catalog of quirky items. However, it failed to keep up with other online shopping platforms due to poor quality control, misleading descriptions, and long shipping times. Earlier this year, the company reported $36 million in revenue, which is a 63% year-over-year decrease since its inception. That’s a huge drop from its $2 billion in reported revenue in 2021. While it is still operating in a limited capacity, Wish’s influence is waning.
2. Zulily’s Fading Appeal in Online Retail
Zulily was once known for its flash sales and unique product offerings. For bargain hunters, it was great. Unfortunately, the company discontinued sales earlier this year after reporting tens of millions of dollars in losses. Amazon definitely contributed to the company’s downfall, but ultimately, it was Zulily’s business model that put the nail in the coffin. It relied on bulk purchasing and delayed shipping, which just didn’t work for most people shopping online.
3. Peloton Digital: A Struggling Fitness Innovator
While Peloton isn’t dead, it’s probably on its way out. In August, it was reported that they had a net reduction of 59,000 app subscriptions. It’s true that Peloton was able to capitalize on the pandemic-era boom in at-home fitness, but since that trend has declined, so has business. Peloton ended last quarter with just 615,000 active subscribers. The brand isn’t disappearing entirely, but its digital arm is slowly being trimmed, hinting at a shift in priorities.
4. ModCloth: The Quirky Fashion Brand Losing Its Spark
ModCloth hasn’t come out and said that it is ready to shutter its business, but there have been some signs. Earlier this year, the company posted a letter to its shoppers talking about some difficulties they’ve been having. Several people have shared their concerns about the brand on social media, with one person stating they are convinced ModCloth was in its “death throes.” The cause behind the brand’s demise has been several buyouts and mergers, ultimately making it difficult for ModCloth to find its identity. Plus, they have some serious shipping issues, with people waiting months for orders at times. ModCloth’s quiet retreat from the online fashion scene marks the end of an era for its fans.
5. Quibi’s Short-Lived Streaming Experiment
Quibi didn’t last all that long. You probably don’t even remember it, but it had some serious funding backing it before it flopped. Quibi had a vision for short-form streaming content and secured $1.75 billion in funding to launch. Sadly, it never took off due to poor marketing, limited device compatibility, and an unclear target audience. It was announced that Quibi was officially shutting down in late 2020 and content that was originally created for the platform has found its home elsewhere. Its rapid rise and fall serve as a cautionary tale in the crowded streaming market.
The Quiet Fade of Online Brands
The online world is ruthless, with brands rising and falling at lightning speed. The closures of these companies reflect the challenges of staying relevant in an ever-changing digital landscape. While some brands like Wish and Zulily have struggled with shifting consumer expectations, others like Quibi and Peloton Digital faced fierce competition or flawed strategies. For loyal customers, these quiet closures can feel like the end of an era. As the digital marketplace evolves, only the most adaptable brands will survive. Keep an eye out—today’s trendy brand could be tomorrow’s forgotten name.