When Boxed got going in 2013, it was a small company daring to play in a market of giants. The founders spotted a niche in online CPG, or consumer packaged goods, the American retail markets term for consumable household items that are replenished on a regular basis. The rest of the world knows them as FMCG fast-moving consumer goods. And everyone knows them as toilet paper, hand sanitizers, soap, toothpaste and tins of beans.
Buying such things in 2013, even online, was simple. But Boxed reali…

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