The startup claims it’s the only solution of its type available in the market. UK startup Purple Dot has an ecommerce ‘waitlist and pre-order’ platform, allowing fashion brands to only produce the exact volume of goods ordered, thereby cutting down waste. Founded in 2019 by entrepreneurs Madeline Parra and John Talbott, Purple Dot says it allows ecommerce businesses the ability to “sell inventory earlier as a way to maximize sales, build brand loyalty, and access demand data earlier.” Rachel Star, Investor at Unusual Ventures, said: “Purple Dot is more than an ecommerce enabler; they are revolutionizing how supply chains are managed and how brands sell, and we believe that pre-orders and waitlists will shape the future of online shopping.”