Brit + Co – reinventing the business of selling people things they didn’t know they wanted

A large investment in a tiny e-commerce site shows just how eager investors are to replace glossy magazines and reinvent the business of selling people things they didn’t know they wanted.

There was a lot of head scratching in Silicon Valley Wednesday over a $6.3 million investment in Brit + Co., a shopping and crafts site whose traffic has been estimated at around 50,000 unique visitors a month, with the company saying it does somewhere north of 500,000 monthly uniques — both very modest numbers.

That had people wondering if investors like Yahoo CEO Marissa Mayer and New York’s Lerer Ventures backed Brit + Co. because proprietor Brit Morin is married to Path CEO Dave Morin and the recipient of relentlessly glowing media coverage..