That gave Arora and Agarwal, a software engineer who previously worked at Google, their inspiration. They would build a marketplace to make it easier for any wholesaler to sell online, and for any retailer to buy that way. Make the experience consistent for everyone on both sides of the table and take a cut on the payment for providing the service.

Fleek’s commission, Agarwal said, depends on the amount and quality of goods being sold: its cut comes out of the payments that buyers are paying to the wholesalers.