FishingGear.com is a social commerce marketplace for small, independent, US based manufacturers catering to the global sportfishing community. It is an easy-to-use platform where sellers can build a customized store front to showcase their handcrafted products directly to a targeted consumer market, saving sellers both time and money. Inspired by the Do-It-Yourself movement, FishingGear.com is not only a marketplace platform but also a small business incubator by providing business services such as marketing support and financial assistance through mico lending. By promoting quality, American-made products, consumers now have access to new and specialty items in the sportfishing industry not otherwise available through local and national retailers and manufacturers. FishingGear.com also offers an online educational community where both competitive and non-competitive anglers from across the country can discover new products and techniques.