NY startup 72Lux has just launched Shoppable, new online marketplace that lets people make purchases from multiple retailers in one place.
The evolution of a shopping idea
Canny ecommerce analysts who’ve followed the ecommerce platform from the beginning will be aware of its evolution. Founded in 2011 by its now-CEO Heather Marie, 72Lux began life as a universal checkout service that allowed digital publishers to sell products directly from their own website, removing the need for customers to navigate their way to the retailer’s site. The publisher gets a commission for any sales from its own site, while the retailer gets to market their products on the publisher’s websites. This was “Shoppable for Merchants”.
This month, Ms. Marie has developed the scheme further with “Shoppable for Consumers” which allows visitors to save items they’ve seen during their online browsing on a wish list if they don’t want to make an immediate purchase. And there’s rather a lot of browsing to be done: Shoppable.co features almost 3 million items from the retailers 72Lux partners with, ranging from gadgets to beauty products.
On visiting the Shoppable site, our perspicuous ecommerce analyst will notice that there’s another new development: whereas previously, shoppers were only able to purchase items on the site that had been curated for them at publishers’ websites, from this week they can browse through the whole database.
Given that there’s something of a surfeit of online wish lists out there which allow people to tag items they’d like to purchase later, ecommerce analysts could be forgiven for wondering what could possibly distinguish yet another one from the crowd. According to Ms. Marie, none of the competition lets people complete their purchases from multiple sites in one place. And Shoppable even keeps track of wish list items for price changes or if the retailer’s inventory is running low.
As she explains:
“Anyone can add a link to list. There’s no wish list company out there, including Amazon, that lets you check out within a single checkout for all the items on your wish list.”
Publishers and bloggers can use the products available in the Shoppable catalog to monetize their respective websites as soon as they’ve signed up with the service (the products can be sold on their sites via 72Lux’s unique, patent-pending technology).