One key challenge has been the customers getting through the checkout and being kicked out before purchase. This is because the inventory they have in their cart is not unique to them, and other customers are also checking out the same stock, at the same time, across markets. Due to this, there is an exuberant amount of frustration and negative feedback around this experience.

Now, imagine the process of a customer standing in line in front of a physical adidas store - camping out all night to be one of the first to score the next big trending pair of sneakers. The customers at the front of the line are the ones who will be able to enter the store first and purchase this pair of sneakers.

How do we take this successful offline experience to .com?