Inside the startup that’s taking on Amazon (while swearing it’s not)

Jet.com, the ambitious startup launched by CEO Marc Lore earlier this year, is certainly attracting plenty of attention. Based on data Jet.com provided, the company’s growing fast. It’s quickly become one of the bigger players in the US e-commerce market—number 4 by gross volume, it says—behind Amazon and eBay, and beating out established brands like Sears and Best Buy.