BuyDirect embodies a revolutionary new approach to online shopping that is, at present, fundamentally redirecting the course of conventional e-commerce. Its unique and ground-breaking approach is speedily steering online shopping away from conventional website-centred selling to a new era of listing-centred selling. Similar to the manner in which shopping malls modernised retail in the 1970's by largely replacing traditional street shops, BuyDirect has fashioned the cutting edge concept of the "cyber shopping mall". In essence, this means that one can now own their own store in BuyDirect's cyber- mall, from where they can run their business.
Why did this phenomenon become a necessity? In the light of the alarming statistic that only 3% of all websites lead to profitable sales, BuyDirect identified the need for the usefulness of website-centred online selling to be scrutinised. Faced with the harsh reality of 97% of websites disappearing into cyber space, Buydirect earnestly questioned the value of having an e-commerce website. As a result of their research findings, the BuyDirect creators proposed a model of e-commerce that supersedes the necessity of sellers to operate from their own websites.