In 2022, the e-commerce market grew 44% and represented more than 21% of total retail sales, according to e-commerce information source Internet Retailer.  The growth of e-commerce has not only changed the way customers shop, but also their expectations of how brands approach customer service, personalize communications, and provide customers choices.  Joinups limited was created as a vessel for online product sales in identified niche markets.  Initially the company will be used to sell high quality branded niche products based on market research on the worldwide online marketplace.