Analysis: The weird and wonderful world of is the world's most downloaded app

Great search functionality? Not really. Big-name brands? Not so many, although growing. Speed-of-light fulfilment? Definitely not. Why exactly is the most downloaded app in the world?

Online marketplace has built a $2bn business by turning conventional ecommerce wisdom on its head. Now it is setting its sights on building relationships with well-known brands and establishing an offline presence through partnerships with retailers.

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