“all of those 13 million registered users they don't all of a sudden just start buying just because you put a shop in their face which in retrospect makes sense but like it's been much more of a challenge”

Commerce layered on social did not convert — even when it made logical sense

Fishbrain added a marketplace three years before this episode with a logical thesis: users see what gear someone used to catch a fish, one click to buy it. In practice, 13 million registered users didn't convert to shoppers at any meaningful rate. Most commerce revenue came from the web, not the app. The mental mode of using a utility or social app doesn't automatically include buying — that purchase habit has to be built separately.