Dive Brief:

• Alibaba, the Chinese e-retailer getting ready to go public on the New York Stock Exchange this year, has launched 11Main, its first e-marketplace in the United States. The site is in beta and is inviting sellers to participate and buyers to request invitations.

• The site features a sleek design with Pinterest-like tiles, and the company is promising prices that can compete with Amazon, which has become known for keeping its prices low despite the effect on profits.

• 11Main president and general manager Mike Effle was previously CEO of Vendio, which develops software and growth strategies for small businesses and was acquired by Alibaba in 2010. The marketplace aims to be a curator of products available from smaller retailers who may have a harder time developing their own web operations on scale.

Dive Insight:

11Main says it will be emphasizing sale of products that are less mass market than those found on e-giants like Amazon or Walmart.com. But Mike Effle also talks about the site’s ability to compete with them too, including on price. 11Main is still gearing up and a lot remains to be seen, but it’s possible that this could spark a new era in e-commerce.