It’s not cheap work ensuring that wherever customers want to checkout, their favorite merchants are ready to meet them there. That’s been the mission statement of New York’s Shoppable since it launched in 2011, and a recent round of financing should keep the gears of eCommerce greased for quite some time to come.
In an interview with TechCrunch, Shoppable CEO Heather Marie announced that her company had secured $3.5 million in Series A funding, though Marie characterized it as more of “strategic investment.” Marie declined to identify the lead investor in the round, saying instead that a much larger announcement concerning said party is in the works. Filling out the round were MI Ventures, Canary Ventures, On Grid Ventures, Thomas Varghese and others.
According to Marie, a lion’s share of the funding will go to client acquisition operations. Unlike most like-minded companies, though, Shoppable’s reputation has already done the heavy lifting of bringing prospective partners to them. Marie told TechCrunch that in addition to the more than 200 merchants it’s already working with, it has a backlog of over 100 still waiting for some eCommerce assistance.
“The whole checkout process stays within [the publisher’s] website,” Marie said of the improving Shoppable platform. “This is really changing the game from the data perspective. All of our customers understand that the more data they have about what’s selling from their own sites, the better they understand their user base.”