What Bookshop.org Got Right—And What It Means for Booksellers

Introduction

In our previous post, we explored the tension between digital and physical formats in the book world—and how used books occupy a unique space in that conversation. Today, we turn our attention to a platform that has reshaped how books are sold online: Bookshop.org.

Launched in 2020, Bookshop.org positioned itself as a socially sustainable alternative to Amazon, channeling online book sales toward independent bookstores. Its rapid growth and loyal customer base proved that readers are willing to pay more when their purchases reflect their values. But what if we extended that same logic to the creators of the books themselves?

This post explores what Bookshop.org got right, what other businesses can learn from its success, and how Author Advantage builds on those lessons to create a new pathway—one that supports authors directly, while still working in partnership with bookstores. We’ll also examine the broader implications of supporting bookstores as the end goal versus supporting authors as the foundation of a thriving literary ecosystem.

II. The Rise of Bookshop.org

Bookshop.org launched in January 2020 with a bold mission: to financially support independent bookstores and reshape the way books are bought online. Founded by a publisher and literary advocate, the platform emerged as a response to the growing dominance of Amazon in the book retail space. It envisioned a model that could bring the convenience of online shopping to readers while channeling profits back into local book communities.

The timing of Bookshop.org’s launch was unexpectedly fortuitous. Just weeks after going live, the COVID-19 pandemic shuttered physical bookstores around the world. As readers turned to online shopping, Bookshop.org became a lifeline for many independent booksellers. By offering a user-friendly e-commerce platform and a socially sustainable model, it allowed stores to earn a significant portion of each sale—without having to manage their own inventory or logistics.

The platform’s growth was rapid and community-driven. Within its first year, Bookshop.org had partnered with over 1,000 independent bookstores and generated millions in revenue for them. By 2023, it had distributed tens of millions to independent bookstores in the U.S. alone.

At its core, Bookshop.org is a values-driven ecosystem. Its success lies not just in its technology, but in its commitment to social sustainability: prioritizing community, transparency, and ethical commerce over scale-at-all-costs growth.

III. What Bookshop.org Got Right

Bookshop.org didn’t fill a gap in the market—it redefined what ethical online bookselling could look like. Its success is rooted in a few key strategic and philosophical choices that other businesses, especially in the literary and creative sectors, can learn from.

1. Social Sustainability as a Core Value

Bookshop.org built its model around supporting independent bookstores. This wasn’t a marketing angle—it was the foundation of the platform. Every sale contributes directly to local bookstores, either through direct partnerships or a shared profit pool. This approach positioned Bookshop.org as a socially conscious alternative to Amazon, resonating with readers who care about community, culture, and the survival of local literary institutions.

2. Trust Through Transparency

From the beginning, Bookshop.org was clear about its goals and operations. It publicly tracks how much money has been distributed to bookstores and maintains open communication about its business practices. This transparency built trust—not just with bookstores, but with readers and partners who wanted to know their purchases were making a difference.

3. Community-Driven Growth

Bookshop.org grew organically through word-of-mouth, social media, and grassroots support. Authors, bookstores, and readers became ambassadors for the platform, sharing links and encouraging others to buy through Bookshop.org. This strategy reinforced the platform’s values and created a loyal user base that felt personally invested in its success.

4. Redefining the Role of Pricing

One of the most striking lessons from Bookshop.org is its ability to succeed without being the lowest-cost option. For example, as of today, a copy of The Answer Is in the Wound sells for a higher price on Bookshop.org than on Amazon. Yet many readers still choose Bookshop.org because the purchase reflects their values. This demonstrates that pricing power can be rooted in social motivation—when customers understand that their dollars support something meaningful, they’re often willing to pay more.

IV. Lessons for Other Businesses

Bookshop.org’s rise wasn’t just a win for independent bookstores—it was a case study in how values-driven strategy can unlock growth, loyalty, and impact. For businesses looking to build meaningful relationships with their communities, there are several key lessons to take away.

1. Lead with Mission, Not Just Product

Bookshop.org didn’t compete on price or convenience alone—it competed on purpose. Its mission to support independent bookstores gave customers a reason to choose it over larger platforms. Businesses that clearly articulate their “why” can build deeper emotional connections with their audiences and inspire long-term loyalty.

2. Build Ecosystems, Not Empires

Rather than centralizing control, Bookshop.org created a platform that empowered others—bookstores, authors, and readers—to participate and benefit. This ecosystem approach fosters collaboration, resilience, and shared success.

3. Align Profit with Purpose

Bookshop.org proved that profitability and social impact don’t have to be at odds. By designing its business model to channel revenue toward independent bookstores, it aligned its financial success with its mission.

4. Grow Through Community, Not Just Advertising

Bookshop.org’s growth was fueled by grassroots support, social media advocacy, and word-of-mouth—not aggressive ad spend. When a business genuinely serves its community, that community becomes its most powerful marketing engine.

5. Redefine the Role of Pricing

Bookshop.org’s success shows that customers will pay more when they understand the impact of their purchase. Businesses that rely solely on price competition may miss opportunities to build deeper, values-based relationships with their audience.

V. Author Advantage—A Parallel Pathway

Bookshop.org has shown that socially motivated commerce can thrive—even when it doesn’t offer the lowest price. Author Advantage builds on this insight by shifting the focus from bookstores to the creators themselves: the authors. If Bookshop.org is a bookstore-first model, Author Advantage is unapologetically author-first.

1. Supporting the Source, Not Just the Seller

Authors are the originators of every book sold, yet they often earn nothing from resale and lose visibility into how their work performs over time. Author Advantage changes that. By adding a small royalty-like fee to each book sold, we ensure that authors benefit from the continued consumption of their work—even in secondary markets.

2. Creating a Values-Based Marketplace

Just as Bookshop.org proved that readers are willing to pay more to support independent bookstores, Author Advantage knows that readers also care deeply about supporting the authors they love. Our model allows booksellers to differentiate themselves in a commodity market by competing on values, not just price. Ethical labeling—such as “Supports the Author”—influences buyer choice and mirrors proven models like Fairtrade and Tony’s Chocolonely.

3. Empowering Booksellers Through Author Support

Booksellers benefit from increased loyalty and willingness to pay when they align with readers’ emotional drivers like fairness and pride. By leveraging the same mechanisms that helped Bookshop.org grow—clear messaging, emotional resonance, and community alignment—Author Advantage enables booksellers to tap into consumer sentiment and drive business.

4. Simple Implementation, Big Impact

Total commitment to social sustainability can be challenging for existing businesses. The all-in approach of bookshop.org is not possible for businesses that are currently operating. Author Advantage is designed to augment a company’s impact without requiring major operational changes. Our system is simple to implement: communication strategies are turnkey, and reporting is based on existing sales data with quarterly bi-directional updates.

VI. Comparative Assessment—Supporting Bookstores vs. Supporting Authors

Bookshop.org has proven that supporting bookstores can be a powerful driver of consumer loyalty, community engagement, and ethical commerce. But what happens when we shift the focus from the storefront to the source—from the seller to the creator?

Author Advantage doesn’t compete with Bookshop.org’s mission—it complements it. Both models are rooted in social sustainability, but they prioritize different ends of the literary chain. Here’s how they compare:

1. Who Benefits Most?

• Bookshop.org channels revenue to independent bookstores, helping preserve local literary culture and retail diversity.

• Author Advantage ensures that authors—the originators of the work—receive compensation even when their books are resold or circulated in secondary markets.

  
  

2. Consumer Motivation

• Bookshop.org has shown that readers will pay more when they know their purchase supports a bookstore they care about.

• Author Advantage builds on this insight by offering readers the chance to support the authors they love directly. Ethical labeling like “Supports the Author” taps into emotional drivers such as fairness, pride, and appreciation.

  
  

3. Business Integration

• Bookshop.org is a standalone business that booksellers can partner with if they are selling new books and operate within its service area.

• Author Advantage is designed to be additive to any bookseller globally. It integrates seamlessly into existing retail operations, allowing booksellers to capture the same social rewards without overhauling their business model.

  
  

4. Long-Term Ecosystem Impact

• Supporting bookstores strengthens the retail infrastructure of literature.

• Supporting authors strengthens the creative infrastructure. Without authors, there are no books to sell. Author Advantage ensures that the literary ecosystem remains viable from the ground up. Our work also adds an incentive for physical books to be produced, as discussed in our previous post on digital vs. physical formats.

  
  

5. A Pathway Through Bookstores

Author Advantage doesn’t bypass bookstores—it works with them. Author support is more broadly applicable than bookseller support and allows every partner in the value chain to benefit. By partnering with booksellers, we create a shared value proposition: readers support authors, authors support bookstores, and bookstores support readers. It’s a circular model of impact that mirrors the best of Bookshop.org, but with a new center of gravity.

Bookshop.org has shown us that commerce can be a force for good—that readers are willing to pay more when their purchases reflect their values, and that bookstores can thrive when supported by a community that cares. But the story doesn’t end at the storefront.

Author Advantage builds on this foundation by shifting the focus to the creators themselves.

Authors are the originators of every book sold, and they deserve to be part of the value chain—not just at the point of publication, but throughout the life of their work. By creating a system that supports authors through resale, ethical labeling, and seamless integration with booksellers, we’re building a more balanced literary ecosystem—one that values both the curators and the creators.

Supporting bookstores is essential. Supporting authors is transformative.

If you're a bookseller, publisher, or reader who wants to be part of a fairer literary marketplace, I’d love to hear from you. Send me an email at griffin.daly@authoradvantage.org and let’s build something meaningful together.