In an era of hyper-personalization, Good, Cheap, and Fast is a no-frills site that takes the opposite approach, helping shoppers cut through the overabundance of internet goods by offering few but quality options and enabling stress-free, practical shopping

Data scientist and former designer John DeFeo is bringing a simple, minimalistic and practical online retailer to shoppers this holiday season. To help combat the stress that comes with the endless choice of online shopping, DeFeo created the own ecommerce site that lives up to its name: Good, Cheap, and Fast.

The platform specializes in streamlining the search results for customers to offer only high-quality, inexpensive and quick-to-find products. DeFeo doesn't want Good, Cheap, and Fast to fall in to the high-bandwidth trap of other online retailers, so it presents a strictly text website for a clean and simple look, forgoing distracting and visually overwhelming digital clutter like advertisements, unreliable reviews, too many options and more.

Instead, the website offers short, informative descriptions of products and comparisons to similar top-of-market options. Beyond its aesthetic, the site's philosophy is about more than just offering a no-frills experience: It caters to those simply looking for decent products, unconcerned with finding the perfect or optimal options for their particular needs.

Inspired by brick-and-mortar retail of yesteryear, where “You went to a store to buy a coffee machine. Some of them would be ugly; others too big, but you'd probably walk out after 10 minutes with a product you were happy with,” the site takes the opposite approach of hyper-personalization that many retailers are using to reduce choice overwhelm, instead offering items that simply leave well enough alone.

Good, Cheap, and Fast

Data scientist and former designer John DeFeo is bringing a simple, minimalistic and practical online retailer to shoppers this holiday season. To help combat the stress that comes with the endless choice of online shopping, DeFeo created the own ecommerce site that lives up to its name: Good, Cheap, and Fast.

The platform specializes in streamlining the search results for customers to offer only high-quality, inexpensive and quick-to-find products. DeFeo doesn't want Good, Cheap, and Fast to fall in to the high-bandwidth trap of other online retailers, so it presents a strictly text website for a clean and simple look, forgoing distracting and visually overwhelming digital clutter like advertisements, unreliable reviews, too many options and more.