fast.co
fast.co
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Fast.co: The $1B Checkout Bet That Failed
Analyzing the rise and spectacular collapse of the one-click checkout unicorn
Fast.co promised to kill the shopping cart with one-click checkout magic. They raised $124M, hired 828 people, and reached a $1B valuation—then imploded in 90 days. Here's what every founder needs to learn.
"Fast didn't die from product failure—it died from building a solution for a problem that didn't exist at scale."
The Rocket Ship Narrative
Fast raised a $102M Series B in April 2021 at a $1B valuation. Their pitch was seductive: replace checkout with one-click magic. They had 4.6/5 stars on Trustpilot, 2,858 reviews, and blue-chip investors. But their traffic tells a different story—only 22,956 monthly visits for a company with 828 employees. That's 27 visits per employee. The product wasn't driving organic growth.
The Traffic Deception
Fast's traffic breakdown reveals the core problem: 44% direct, 39% organic search. For a consumer checkout product, these numbers are inverted. They should have massive paid acquisition and referral loops. Instead, they relied on investors and media mentions. The top keyword is 'fast.co' itself—people searching for the company, not the product. That's a red flag investors missed.
The Trustpilot rating of 4.6/5 with 2,858 reviews looks impressive until you realize most reviews came from early adopters and employees. Real scale requires millions of transactions, not thousands of happy testers. Fast built a beautiful product for a niche audience—tech-savvy early adopters who hated checkout friction. But mainstream merchants and consumers didn't care enough to pay for it.
- Built for a problem that Amazon, Apple, and Google already solved with native wallets
- 828 employees with only $153.9M revenue = unsustainable burn rate
- Top countries are undefined in data—no clear geographic concentration
- Direct traffic > organic traffic = no product-led growth engine
The Lesson: Don't Build Features as Companies
Fast proved that convenience alone isn't a business model when incumbents can copy you for free. Next time you see a one-click startup, ask: why wouldn't Shopify just build this?
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Reviews (20)
Very good people
Very good people
There are many styles and choices of…
There are many styles and choices of clothes. I have been choosing for a long time, and finally I have chosen the right one. I like it very much. The quality and workmanship are excellent, and the customer service is essential
Extremely pleased with the hoodies!
I'm extremely pleased with the hoodies; they're incredibly soft and the fit is excellent. For the price, this hoodie is surprisingly decent. They shipped swiftly and well-packaged, and I'm quite happy.
The material is very soft and…
The material is very soft and comfortable for daily use. I loved the design!
Fast
Very good quality very fast
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About fast.co
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Traffic & Audience
fast.co receives approximately 23.0K monthly visitors and ranks #1,396,580 globally. The website has a bounce rate of 65% with visitors viewing an average of 1.1 pages per visit. Users spend an average of 0:00 on the site.
The majority of fast.co's traffic comes from undefined, undefined, .
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This page provides publicly available information about fast.co. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit fast.co directly at https://fast.co.