--- title: "Bolt: The $6B ‘1-Click’ checkout startup taking on Amazon - The Hustle" description: Amazon invented the “1-Click” checkout in 1999. Now, Bolt is making it available to non-Amazon competitors. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/GIFs/384351373-News-Brief_2021-10-17T234252.706Z.webp --- # Bolt: The $6B ‘1-Click’ checkout startup taking on Amazon ![Trung T. Phan](https://thehustle.co/wp-content/uploads/2020/04/Image-from-iOS-300x300.jpg?width=48&height=48&name=Image-from-iOS-300x300.jpg) [Trung T. Phan](https://hs-sbup.thehustle.co/author/trung-t-phan) [Trung T. Phan Twitter profile ](https://twitter.com/TrungTPhan) Published: October 18, 2021 Updated: October 11, 2023 *Bolt’s 1-click checkout works across a network of non-Amazon retailers (Source: Bolt)* ![Bolt: The $6B ‘1-Click’ checkout startup taking on Amazon](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/GIFs/384351373-News-Brief_2021-10-17T234252.706Z.webp?width=595&height=400&name=384351373-News-Brief_2021-10-17T234252.706Z.webp) When Amazon patented the “1-Click” checkout in [1999](https://knowledge.wharton.upenn.edu/article/amazons-1-click-goes-off-patent/), it was unheard of that people could fill out their billing and shipping details just once before enjoying frictionless shopping. Now, the idea is ubiquitous and Amazon controls [40%](https://www.emarketer.com/content/amazon-dominates-us-ecommerce-though-its-market-share-varies-by-category) of the US ecommerce market. #### **How can non-Amazon retailers compete?** Per *Bloomberg*, fintech startup **Bolt** just raised** $393m** (at a [$6B](https://www.bloomberg.com/news/articles/2021-10-12/bolt-sees-valuation-hit-6-billion-by-offering-way-to-compete-with-amazon-amzn) valuation) to bring 1-click checkout to everyone. Founded in 2014 by Ryan Breslow, [Bolt](https://www.bolt.com/) offers a universal login credential. Shoppers provide their information once and can complete a 1-click purchase on any of Bolt’s partner sites (e.g., Forever21, Lucky Brands). #### **Bolt already has 10m users signed up** And Breslow says he expects that number to balloon up to 100m based on partnership deals it has in place. The business model is straightforward: Bolt gets 2% of transactions while retailers provide its customers a better user experience, which leads to higher conversions and better retention. Amazon’s “1-Click” patent actually expired in 2017. But don’t worry, there’s more innovation in the pipeline: the company is reportedly working on a [smart fridge](https://www.theverge.com/2021/10/5/22711240/amazon-smart-fridge-cameras-go-stores). Topics: [Ecommerce](https://blog.hubspot.com/marketing/ecommerce) Topics: [Ecommerce](https://hs-sbup.thehustle.co/tag/ecommerce) ## Follow us on social media prev next - ![Is Shein guilty of organized crime?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/53279577-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-shein-rico_20230717230858.webp) ### Is Shein guilty of organized crime? - ![Is eBay’s brief renaissance over?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/917426280-HS-News-Brief_2023-02-24T004301.526Z.webp) ### Is eBay’s brief renaissance over? - ![What’s Temu and why is it everywhere?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1452615386-HS-News-Brief_2023-02-21T014147.971Z.webp) ### What’s Temu and why is it everywhere? - ![What’s up with livestream shopping?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/285069670-HS-News-Brief_2023-02-15T233502.323Z.webp) ### What’s up with livestream shopping? - ![In fashion: Chinese ecommerce on US shores](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/893689411-HS-News-Brief_2022-11-08T004311.733Z.webp) ### In fashion: Chinese ecommerce on US shores - ![India’s new ecommerce system, explained](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2026177584-busy_street-1024x683.webp) ### India’s new ecommerce system, explained - ![Eight ecommerce trends to keep an eye on](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/42536178-News-Brief_2022-02-24T023326.472Z.webp) ### Eight ecommerce trends to keep an eye on - ![YouTube is going all-in on livestream ecommerce](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1388749531-News-Brief_2021-11-16T011217.467Z.webp) ### YouTube is going all-in on livestream ecommerce - ![OpenStore is rolling up the rebels](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1920319792-News-Brief_2021-07-20T005854.452Z.webp) ### OpenStore is rolling up the rebels Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. JOIN FREE ### 100% Free CRM Nurture and grow your business with customer relationship management software. Signup for a free account Close modal ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Trung T. Phan", "url" : "https://hs-sbup.thehustle.co/news/author/trung-t-phan" }, "datePublished" : "2021-10-18T06:44:11.000Z", "headline" : "Bolt: The $6B ‘1-Click’ checkout startup taking on Amazon", "image" : [ "https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/GIFs/384351373-News-Brief_2021-10-17T234252.706Z.webp" ], "mainEntityOfPage" : { "@id" : "https://hs-sbup.thehustle.co/news/10182021-bolt-1-click", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" } } } ``` ```json { "@context" : "https://schema.org", "@id" : "#article", "@type" : "NewsArticle", "author" : { "@type" : "Person", "name" : "Trung T. 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