The Monartis project sees the launch of a new online store, with an associated digital currency. The project was formulated after the company's Co-Founders identified limitations in the way that existing digital currencies were being used. In essence, many currencies seemed to be acting as "stores of value", but they were not being used for daily transactions. Various hurdles were identified that were stopping retailers and consumers alike from adopting digital currencies in their current form. The Monartis store aims to provide "proof of concept" for retailers, demonstrating payments integration within a leading e-commerce platform. At the heart of the Monartis eco-system is a drive to make a digital currency easy to use: so easy, in fact, that it is intended that it should be possible to spend it from day one.