Cover Story: Making a Name for Itself

"If you look at consumer packaged goods as a category, if you're starting from scratch with e-commerce, you'd think it would be one of the first things to come online," says Mark McGuire, Alice.com's co-founder and president. "It's a boring purchase, chore-oriented, very repeatable. It's a low-involvement sale; people don't typically need to inspect their boxes of Tide before they put them in their carts. It has a lot of those things that the convenience and ease of use of the internet really feel perfect for."