It’s never been easier for would-be inventors to take a harebrained concept and turn it into an actual, sellable product, but the process of getting those products to the masses could still use a little work. Sure, crowdfunding sites like Kickstarter and Indiegogo have laid the groundwork for a revolution in how these passionate folks sell, but the team at YC-backed Swish feel like there are even better ways to do it.

“Kickstarter is way too much work for small creators, manufacturers and businesses who want to get their projects out into the world,” said Swish co-founder and CEO Iolanthe Chronis. “We’ve built something that’s truly retail just for the little guy.”

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