BOSTON ( TheStreet) -- Ten years ago, armed with financial backing from Microsoft (MSFT) co-founder Paul Allen, an e-commerce start-up called Mercata hit the market with a business plan it dubbed "We Commerce."Individual Web shoppers would sign up en masse to buy the same product, and the price of the product would fall as more people signed up to buy it. Sadly, the company shuttered within a year and a half, unable to compete with the likes of then-novel sites like Amazon.com (AMZN - Get Report).
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