Marc Lore: Diapers as loss leaders drive traffic, customer satisfaction validates business models, and optimizing shipping is key to e-commerce success | How I Built This

Diapers.com thrived by turning low-margin products into customer magnets despite Amazon's aggressive pricing tactics.

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Add us on Google by Editorial Team Apr. 10, 2026

Key takeaways

• Retailers often use diapers as loss leaders to attract customers for higher-margin products.
• Online platforms can offset losses from low-margin products by selling a wider range of items.
• Customer satisfaction is crucial for validating a business model, even if initial financials are weak.
• Optimizing box sizes based on product dimensions can significantly reduce shipping costs.
• Despite efforts, making a profit on diapers remains challenging due to competitive pricing.
• Diapers.com employed a multi-pronged strategy focusing on efficiency and targeted warehousing.
• The vision for diapers.com extended beyond baby products to include a wide range of consumer needs.
• Amazon’s price cuts on diapers were a strategic move to undermine competitors like diapers.com.
• Diapers.com maintained customer loyalty despite Amazon’s aggressive pricing strategies.
• The online market provides greater sales opportunities due to unlimited shelf space.
• Retail dynamics often involve selling low-margin products to drive traffic for higher-margin sales.
• Diapers.com strategically expanded into multiple product categories to capture larger market shares.
• Shipping efficiency is crucial for e-commerce profitability, and optimizing box sizes can help.
• Customer loyalty can act as a buffer against aggressive competitive tactics.
• The competitive landscape of e-commerce requires innovative operational strategies.

Guest intro

Marc Lore is founder, chairman, and CEO of Wonder Group, a food delivery company reimagining the restaurant experience through delivery-first virtual restaurants and brick-and-mortar locations. He previously founded Quidsi, the parent company of Diapers.com, which he sold to Amazon in 2011 for $550 million, and later launched Jet.com, which Walmart acquired in 2016 for $3.3 billion. Lore also co-owns the Minnesota Timberwolves and Minnesota Lynx NBA teams with Alex Rodriguez.

The retail strategy behind loss leaders

• Diapers are typically sold at a loss to attract customers for other profitable products.

• The margins on diapers suck; in fact, diapers are a loss leader.

  — Marc Lore

• Retailers compete by lowering diaper prices to drive traffic, leading to minimal profit margins.

• It’s a race to the bottom.

  — Marc Lore

• The strategy involves attracting customers with low-margin products to sell higher-margin items.
• Loss leaders are used to increase store traffic and overall sales.
• This approach highlights the competitive nature of retail pricing.
• Understanding this strategy is crucial for comprehending retail dynamics.

The advantages of online retail

• The online market allows for greater sales opportunities compared to brick-and-mortar stores.

• We can sell even more products and more high-margin products than stores can.

  — Marc Lore

• Unlimited shelf space in online retail provides a significant advantage.
• Online platforms can offset losses from low-margin products by expanding product offerings.
• E-commerce allows for strategic pricing and product diversification.
• The flexibility of online retail supports innovative business models.
• Online platforms can reach a wider audience, enhancing sales potential.
• The digital marketplace offers unique opportunities for growth and expansion.

The role of customer satisfaction in business success

• Customer satisfaction can validate a business model even in the face of initial financial losses.

• As long as customers love the service… you had something valuable.

  — Marc Lore

• Positive customer feedback is a key indicator of potential success.
• High customer satisfaction can lead to repeat business and brand loyalty.
• Businesses can solve economic challenges if they maintain strong customer relationships.
• Customer satisfaction is a critical component of long-term business viability.
• Entrepreneurs should prioritize customer experience to build a successful brand.
• Understanding customer needs and preferences is essential for business growth.

Optimizing shipping efficiency in e-commerce

• Shipping costs can be improved by optimizing box sizes based on product dimensions.

• What if we had twenty, thirty different box sizes?

  — Marc Lore

• Efficient shipping is crucial for e-commerce profitability.
• Reducing empty space in shipping boxes can lower costs.
• Strategic packaging can enhance operational efficiency.
• Shipping optimization is a key factor in competitive e-commerce markets.
• Understanding logistics and cost structures is essential for e-commerce success.
• Innovative shipping strategies can provide a competitive edge.

Challenges in achieving profitability with low-margin products

• It was challenging to make a profit on diapers despite optimizing shipping.

• We could not make money on diapers.

  — Marc Lore

• Competitive pricing and low margins create profitability challenges.
• Retailers often struggle to achieve profitability with essential products.
• The diaper market is highly competitive, impacting profit potential.
• E-commerce businesses must find ways to offset losses from low-margin products.
• Strategic diversification can help improve overall profitability.
• Understanding market dynamics is crucial for navigating profitability challenges.

The multi-pronged strategy of diapers.com

• Diapers.com focused on efficiency and targeted warehousing to maximize cost advantages.

• The strategy was multi-pronged… we’ll squeeze this, get rid of any waste.

  — Marc Lore

• The approach involved optimizing operations to reduce costs.
• Strategic warehousing locations were crucial for operational efficiency.
• Diapers.com employed a comprehensive strategy to enhance competitiveness.
• The business model included expanding product offerings to increase market share.
• Operational efficiency was a key factor in the company’s success.
• Understanding strategic approaches is essential for e-commerce growth.

Expanding beyond baby products

• The vision for diapers.com extended beyond just baby products to a broader range of consumer needs.

• We launched another website that was wag.com for pets and soap.com for household supplies.

  — Marc Lore

• The company aimed to capture larger market shares through diversification.
• Expanding product categories was a strategic move to enhance competitiveness.
• Diversification allowed diapers.com to reach a wider audience.
• The business model included offering a variety of products to meet diverse consumer needs.
• Strategic expansion is crucial for capturing new market opportunities.
• Understanding consumer demands is essential for successful product diversification.

Amazon’s competitive tactics

• Amazon’s price cuts on diapers were a strategic move to undermine competitors.

• It wasn’t coincidental… you would lose another 30% that’s unheard of.

  — Marc Lore

• The aggressive pricing strategy impacted the competitive landscape.
• Amazon’s tactics aimed to weaken competitors like diapers.com.
• Understanding competitive dynamics is crucial for navigating market challenges.
• Strategic pricing can significantly influence market competition.
• Businesses must adapt to competitive pressures to maintain market position.
• Knowledge of competitor strategies is essential for strategic planning.

Maintaining customer loyalty in competitive markets

• Despite Amazon’s aggressive pricing, diapers.com maintained a loyal customer base.

• We didn’t lose many customers which I think was surprising to Amazon.

  — Marc Lore

• Customer loyalty can buffer against aggressive competitive tactics.
• Strong customer relationships are crucial for business resilience.
• Maintaining loyalty requires consistent quality and service.
• Businesses must prioritize customer retention to withstand market pressures.
• Understanding customer loyalty dynamics is essential for long-term success.
• Effective customer engagement strategies can enhance brand loyalty.

Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.