11 Main, inspired by America's "Main Street" shopping experience, retails products from smaller suppliers, giving it the feel of a collection of small boutiques rather than an online warehouse such as Amazon. Its selection spans a wide variety of categories, including home, fashion, baby, art, jewelry and crafts.

While the site may have a smaller feel, it will definitely become a big competitor of established U.S. online retailers. Alibaba is the biggest online retailer in China, and is prepping to raise a jaw-dropping $15bn in a U.S.-based IPO — the most since Facebook's IPO in 2012.

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