Dive Brief:

• Verishop launched this week, according to multiple media reports, with an aim to blend curated product selection, fast delivery and stellar customer service. The site offers free two-day shipping in the continental U.S. and free returns on items ranging from apparel and accessories to beauty and home decor, and also touts 24/7 customer service, according to the website.

• The e-commerce startup has enlisted influencers to curate Tastemaker shops with Verishop brands including Citizens of Humanity, Joie and RMS Beauty. YouTubers Tiffany Ma and Alex Costa are among the initial seven Tastemakers listed on the site.

• Verishop pledges that its items are authentic and verified by its buyers. "Brands don't have to battle unvetted third-party sellers on our site, which means as a customer, you don't ever have to worry about counterfeit products," the site's FAQ notes.

Dive Insight:

Founders Imran Khan and Cate Khan are no strangers to digital commerce: Imran was an executive at Snap and Cate previously worked at now-shuttered Amazon property Quidsi. Imran Khan told AdWeek that the site is less like catch-all, third-party playground Amazon and more like an online department store. "We see an opportunity for an e-commerce company to bring joy back to online shopping and do it at scale with the ease of online purchasing and fast delivery we've all come to expect," the company said in a pre-launch Medium post.

Verishop claims to be an "enhanced e-commerce platform" that is "driven by tech and rooted in retail." But it does little, at least in this early stage, to inform users about its technical features. Instead, Verishop's focus on millennial shoppers hits the right notes with on-trend fonts and hues. It also offers "The Responsible Shop," where users can find eco-friendly and ethically made products among the site's over 160 initial mid-range brands.

Verishop may do well with its quality-over-quantity approach. But it still has plenty of competition: Poshmark just last week expanded into home decor, while Imran Khan's former employer Snap has launched in-app stores for some of its influencers. And Amazon recently rolled out an initiative to fight counterfeit products, giving brand-name sellers more power when they spot fakes on the marketplace.