Alternative to Amazon and Wal-Mart

Hard to see how this would work ... selling things that Wal-Mart and Amazon do not.  But Fab is an attempt.  " ... "We’ll be pivoting towards a new model that we are not yet ready to reveal publicly," Goldberg wrote in his site Betashop in December 2012. "That pivot will be gradual. I can promise you one thing: It will be 100% towards delivering the best customer experience in the world for discovering everyday design. We’ll offer even more unique products supported by an even better experience. The details are scarce, but it sounds like Fab is looking to design and make more of its own products. ... "   Will pure experience work in retail?  What's for sale?