Myth check
Was Fast's one-click checkout too early?
Not a timing failure since 2026-10-25 · ledger #36
Shop Pay and Amazon already offered one-click checkout at scale.
Short answer
Fast raised over $120M for one-click checkout and shut down in April 2022; its 2021 revenue was reported at about $600,000. One-click buying already existed at scale through Amazon and Shopify's Shop Pay. Nothing was missing from the market; Fast was missing distribution.
- Killing constraint
- Nothing was missing
E6 Behavioural norm - Who is in now
- Shop Pay (Shopify)
founded 2017 - Why it is not timing
- A competitor succeeded at the same time with the same enablers
The enablers it needed already existed; something else killed it.
Graveyard
Companies that died proving people wanted this. Capital shown where it was disclosed.
| Company | Years | Capital | How it died | Source |
|---|---|---|---|---|
| Fast | died 2022 | — | Shut down in April 2022 after raising over $120M; reported 2021 revenue was about $600K | source M |
Who succeeded at the same time
- Shop Pay (Shopify) (founded 2017) — accelerated checkout across Shopify stores source