Shoppable
Shoppable (72Lux, Inc.) operates a patented Universal Checkout platform with a 500M+ product catalog, enabling brands, publishers, creators, merchants, and AI assistants to embed multi-retailer single-cart checkout across distributed digital surfaces.
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Shoppable does
Shoppable (legal entity 72Lux, Inc.) is a private, bootstrapped commerce infrastructure company founded in 2011 in the New York City area. The company invented and patented Universal Checkout technology — multi-retailer single-cart checkout that allows shoppers to buy products from multiple retailers without redirecting to individual retail sites — and currently holds four U.S. patents on the technology (Nos. 9,697,563; 10,592,966; 11,222,381; 11,783,404). Its product suite centers on a Universal Product Catalog of over 500 million SKUs from thousands of brands and hundreds of merchants (including Walmart and Best Buy), and comprises Universal Checkout, Universal Commerce API, DTC Lite (embeddable commerce for existing websites), Shoppable Ads (transactable advertising with closed-loop attribution), Instant Shop (creator/influencer storefronts), and the recently launched Agentic Commerce MCP Server enabling AI assistants to execute multi-brand shopping. The company is PCI DSS Level 1 compliant and GDPR/CCPA compliant.
Shoppable serves six customer segments: publishers seeking content monetization without fulfillment burden; brand manufacturers and CPG companies extending reach beyond owned .com sites; merchants and retailers embedding commerce into existing digital properties; creators and influencers monetizing audiences via storefronts; advertisers seeking closed-loop attribution; and marketplaces and platforms integrating multi-merchant checkout. The company runs a hybrid go-to-market combining product-led growth (self-serve Instant Shop signup, Shopify App Store listing, free merchant onboarding) with enterprise field sales targeting large CPG, publisher, and platform accounts, supported by integrations with Shopify, BigCommerce, Salesforce Commerce Cloud, Squarespace, Stripe (GooglePay/ApplePay), and Anthropic and OpenAI via MCP.
Shoppable generates revenue through multiple streams: transaction commissions on merchant orders sent through the platform, recurring B2B licensing for its Commerce Suite (tiered by API credits and monthly pageview allocations), usage-based Top-Up API Credits, optional Shoppable Ads, and creator/influencer commissions. Merchant onboarding is free under the commission-only model; enterprise licensing is quote-based with custom agreements. The company has raised approximately $5 million in disclosed outside funding across 2011–2016 and has been self-funded since. As of 2025-10 the catalog passed 500 million products, and in 2026-05 the company launched its Universal Checkout MCP Server to position itself as commerce infrastructure for the agentic web.
Shoppable firmographics
Firmographics- Name
- Shoppable
- Legal name
- 72Lux, Inc.
- Website
- https://about.shoppable.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shoppable (72Lux, Inc.) operates a patented Universal Checkout platform with a 500M+ product catalog, enabling brands, publishers, creators, merchants, and AI assistants to embed multi-retailer single-cart checkout across distributed digital surfaces.
- Ownership category
- akta.pro rank
Shoppable industry classification
Industry- Product category
- Distributed Commerce / Universal Checkout Infrastructure
- NAICS
- Retail Trade (44-45)
- SIC
- Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management) (FSAMABAF)
- akta.pro secondary industry
- Live Commerce & Shoppable Creator Campaigns (BPAFAHAL)
Keywords
Where Shoppable is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Shoppable business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Merchant Commissions: Shoppable charges merchants a commission on orders sent to them through the platform. There is no monthly fee or setup cost for merchants to join. Merchants only pay when they receive orders, making it a risk-free arrangement for merchants to get started.
- Platform Licensing (Commerce Suite): B2B customers (brands, publishers, creators, merchants) pay subscription fees to license Shoppable's Commerce Suite technology. Fees are based on plan levels, API call credits, and monthly pageview allocations. Enterprise customers have custom pricing through negotiated license agreements.
- Top-Up API Credits: Additional API Call Credits purchased on a pay-as-you-go basis beyond base license allocations. Top-Up Credits roll over for six months and are consumed after monthly License Credits are depleted.
- Shoppable Ads: Optional advertising product for merchants including branded landing pages, closed-loop campaign tracking, revenue generation reports, and first-party data capture. Optional paid product beyond core commission-based model.
- Creator/Influencer Commissions (Instant Shop): Creators and influencers earn commission on products sold through their Instant Shop storefronts. Shoppable handles fulfillment while creators monetize their audience without holding inventory.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | License-based tiers with API Call Credits and monthly pageview allocations |
| Transaction based/ take rate | Pay-as-you-go | Commission-only model for merchants - no monthly fees, only pay on orders |
| Usage-based | Pay-as-you-go | Top-Up API Credits for additional usage beyond base allocation |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Shoppable product offering
Product offeringCore offering
Shoppable operates a patented Universal Checkout and Distributed Commerce Platform that lets publishers, brands, and creators sell products from multiple retailers through a single multi-merchant cart, drawing from a 500M+ SKU product catalog. Its Universal Commerce APIs (Product, Checkout, Catalog, Order Data) and Shoppable Ads/Media layer let partners embed shoppable experiences directly into their own content and monetize transactions. The company also offers Instant Shop storefronts for individual creators and an Agentic Commerce MCP server that exposes the catalog and checkout to AI assistants.
Product overview
Shoppable offers a unified commerce platform with multiple integrated products enabling distributed commerce across the digital landscape. The core offering centers on Universal Checkout (patented multi-retailer checkout technology) powered by a catalog of 500+ million products. The platform architecture includes: Agentic Commerce MCP for AI assistant integration, Universal Commerce API for developer integrations, DTC Lite for embedding commerce on existing websites, Shoppable Ads for advertising with closed-loop tracking, and Instant Shop for creating standalone storefronts. Merchants join the Shoppable Merchant Program to list products. The platform operates across two frameworks: the .com Platform for traditional e-commerce and the Distributed Commerce Platform for off-site environments including AI/agentic surfaces.
Differentiator
Problem solved
Functional benefit
Brands
- DTC Lite™: Transforms existing websites into commerce-enabled experiences with first-party data capture and retailer fulfillment.
- Shoppable® Ads
- Instant Shop™
- Universal Commerce API
- Agentic Commerce: MCP
Products and services
- Universal Checkout Patented multi-retailer single-cart checkout technology that lets consumers purchase products from multiple retailers in a single transaction, collapsing ~16 clicks into roughly 2; for brands, publishers, and merchants needing a unified checkout across retailers.
- Universal Commerce API Suite of APIs (Product API, Checkout API, Catalog API, Order Data API) that expose Shoppable's catalog and checkout to developers and partners for embedding shoppable experiences into their own applications.
- Agentic Commerce / MCP Server Model Context Protocol (MCP) server that lets AI agents browse and transact against Shoppable's 500M+ product catalog using the same Universal Checkout infrastructure, enabling agentic commerce flows.
- DTC Lite Lightweight direct-to-consumer commerce offering that lets brands launch DTC storefronts powered by Shoppable's Universal Checkout and product catalog.
- Shoppable Ads Shoppable advertising product that lets brands and media buyers run performance-driven ads against Shoppable's 500M+ SKU catalog with direct checkout built in.
- Instant Shop Storefronts Self-serve creator storefronts that let individual influencers and content creators curate products from Shoppable's catalog and sell through Universal Checkout on their own pages.
- Shoppable Merchant Program Merchant onboarding program that lets retailers and brands list their products in Shoppable's distributed catalog and receive orders via the Universal Commerce APIs.
- Distributed Commerce Platform End-to-end distributed commerce platform that combines Universal Checkout, Universal Commerce APIs, Shoppable Ads, Shoppable Media, and merchant/creator programs into a single SaaS offering.
Quantifiable outcome
- AI-referred visitors convert at 3-5x the rate of organic search traffic
- +3 more outcomes
Companies that use Shoppable
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles3 records
Shoppable technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability5 records
Feature7 records
Shoppable partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- ShopifycoreStrategic platform partnership enabling Shopify merchants to add Shoppable as a sales channel. The 'Shoppable Partner Channel' app in the Shopify App Store allows merchants to integrate Shoppable's universal checkout in approximately 5 minutes, automatically making products available in Shoppable's catalog for distribution across the Shoppable network.
- BigCommercecorePlatform partnership enabling BigCommerce merchants to integrate Shoppable's commerce technology. Listed as an 'Easy integration with our platform partners' option alongside Shopify and Salesforce.
- Salesforce (Commerce Cloud)corePlatform partnership with Salesforce Commerce Cloud enabling enterprise merchants to leverage Shoppable's universal checkout technology within the Salesforce ecosystem.
- Anthropic (Claude)flagshipClaude.ai connector integration enabling Shoppable users to search, shop, and checkout within Claude conversations. The Shoppable connector for Claude allows purchasing products from Shoppable's catalog of hundreds of merchants directly through AI conversations.
- OpenAI (ChatGPT)flagshipChatGPT integration via MCP Server enabling AI-powered shopping through ChatGPT conversations using Shoppable's universal checkout and 500+ million product catalog.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Shoppable competitors and assessment
Company assessmentDirect peers
- Bolt: Bolt provides one-click checkout and payment optimization for merchants and platforms, directly competing with Shoppable's Universal Checkout in reducing friction and cart abandonment. Both target merchants and platforms seeking embedded, low-friction multi-merchant payment experiences.
- Stripe (Connect): Stripe Connect powers marketplace and platform acquiring for thousands of multi-merchant platforms, directly overlapping with Shoppable's platform-acquiring model. Stripe's payment infrastructure, Checkout, and Connect offerings are the most ubiquitous alternative for multi-merchant payment orchestration.
Broad incumbents
- Shopify (Shop Pay): Shopify operates the dominant SMB ecommerce platform and its native Shop Pay one-click checkout competes head-to-head with Shoppable's Universal Checkout. Although a strategic integration partner, Shopify's expanding native checkout features represent both a distribution channel and a competitive threat.
- PayPal: PayPal offers universal checkout (formerly Honey), Braintree marketplace acquiring, and embedded commerce APIs that overlap with Shoppable's universal checkout and platform-acquiring capabilities. As a broad incumbent, PayPal provides payment rails across most major merchants already in Shoppable's catalog.
- Amazon (Buy with Prime / Amazon Pay):
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Shoppable social profiles
Digital presenceShoppable compliance and trust
Trust signalCompliance3 records
Shoppable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shoppable leadership team
Management profileNumber of profiles
Profiles3 records
Shoppable funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shoppable M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shoppable
What does Shoppable do?
Shoppable operates a patented Universal Checkout and Distributed Commerce Platform that lets publishers, brands, and creators sell products from multiple retailers through a single multi-merchant cart, drawing from a 500M+ SKU product catalog. Its Universal Commerce APIs (Product, Checkout, Catalog, Order Data) and Shoppable Ads/Media layer let partners embed shoppable experiences directly into their own content and monetize transactions. The company also offers Instant Shop storefronts for individual creators and an Agentic Commerce MCP server that exposes the catalog and checkout to AI assistants.
Is Shoppable a public or private company?
Shoppable is a private company. It is classified as venture growth investor backed and is currently operating.
When was Shoppable founded?
Shoppable was founded in 2011. It employs 11 to 50 people.
Where is Shoppable based?
Shoppable is headquartered in New York, United States, in the North America region.
How does Shoppable make money?
Five revenue lines are on record. Merchant Commissions are the primary driver. The others are platform Licensing (Commerce Suite), top-Up API Credits, shoppable Ads and creator/Influencer Commissions (Instant Shop).
Who are Shoppable's main competitors?
Direct peers on record are Bolt and Stripe (Connect). Broad incumbents are Shopify (Shop Pay), PayPal and Amazon (Buy with Prime / Amazon Pay).
Does Shoppable have an API?
Yes. Shoppable offers multiple APIs including Product API, Checkout API, Order Data API, and Catalog API. The company launched its Model Context Protocol (MCP) server enabling AI assistants like Claude and ChatGPT to power multi-brand shopping with over 500 million products and one-click universal checkout directly within conversations. APIs support features including cart pre-population, event tracking for analytics (Google Analytics events), and UTM tracking for campaign attribution. The Checkout API is available at Enterprise level and requires PCI DSS compliance or use of Shoppable's PCI-Compliant wrapper technology. Developer documentation is at about.shoppable.com/help/setup-developer-documentation.
What industry is Shoppable in?
Shoppable's product category is Distributed Commerce / Universal Checkout Infrastructure. Its primary akta.pro industry code is FSAMABAF, Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management), with a secondary code of BPAFAHAL, Live Commerce & Shoppable Creator Campaigns. Its NAICS code is 44-45 and its SIC code is 5900.