MarketNation

What MarketNation does

MarketNation, Inc. operates +Shop (also stylized as PlusShop), a purpose-driven e-commerce marketplace that converts everyday consumer purchases into charitable donations. The platform connects consumer brands and their authorized distribution partners with schools, nonprofits, creators, and influencers. When shoppers buy through +Shop, 5% to 40% of the product sale is directed to a participating school, nonprofit, or cause selected by the shopper, with the charitable disbursement flowing through the affiliated Our Change Foundation. A companion consumer-facing destination, Shop With Purpose (shopwithpurpose.com), serves as the shopper experience layer, while organizations and creators self-activate their own +Shop storefronts at no charge.

The platform is structured as a three-sided marketplace with distinct modules: +Shop for Schools & Nonprofits (fundraising without door-to-door logistics), +Shop for Creators & Influencers (passive income from audience-driven purchases), and +Shop for Consumer Brands (access to purpose-driven shoppers and influencer marketing). Distribution partners include Good Deed, XBOX (Microsoft), Shark, Coleman, Skullcandy, Thermos, Nija, and Hewlett Packard. The product catalog is sourced directly from brands and their authorized distributors; a recent addition is Deanan Gourmet Popcorn (sold at $29.99 for a 9-bag box, generating approximately $10 per box for participating organizations).

The business model is a transaction-fee / marketplace-commission structure: brands and distribution partners list products, a percentage of each sale is donated to the shopper-selected cause, and MarketNation retains a portion from the merchant side of each transaction. The company is privately held, headquartered in Campbell, California, and led by founder, president, and CEO Steve Dueck. No venture capital, private equity, or institutional funding rounds have been disclosed, and revenue is not publicly reported.

Name

MarketNation

Legal name

MarketNation, Inc.

Website

https://marketnation.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

MarketNation operates +Shop, a purpose-driven e-commerce marketplace that converts everyday purchases into charitable donations (5%-40% of sales) for schools, nonprofits, and creators by connecting consumer brands and distribution partners with cause-focused shoppers.

Ownership category

akta.pro rank

Product category

Charitable E-commerce Marketplace

NAICS

General Merchandise Retailers (455)

SIC

Retail-Nonstore Retailers (5960), Services-Advertising (7310)

akta.pro primary industry

Vertical/Specialty Marketplaces (BPAMAGAB)

akta.pro secondary industry

Live Commerce & Shoppable Creator Campaigns (BPAFAHAL)

Keywords

• Purpose-driven marketplace
• Charitable e-commerce
• Donation shopping platform
• School fundraising platform
• Shop with purpose

Headquarters

HQ city

Campbell

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel

Revenue model

1. Marketplace Commission on Product Sales: MarketNation generates revenue through transaction fees on product sales facilitated through the +Shop platform. Brands and distribution partners sell products on the marketplace, with a portion of each sale directed to participating charitable organizations and the remainder covering platform operations and revenue.
2. Platform Donation Processing: The platform facilitates donations ranging from 5% to 40% of product sales, which are directed to participating organizations via Our Change Foundation. Revenue is generated from the merchant portion of each transaction.

Pricing tiers

Go-to-market motion4 records

Distribution channels2 records

Marketing channels3 records

Core offering

MarketNation operates +Shop, a purpose-driven e-commerce marketplace that connects consumer brands and their distribution partners with schools, nonprofits, creators, and cause-focused shoppers. The platform enables participating organizations to earn 5% to 40% donations on everyday product purchases made by their supporters, replacing traditional door-to-door fundraising with continuous, passive charitable giving. Its mission is to "double the world's charitable giving through shopping" by routing a portion of each marketplace transaction to charitable causes via the Our Change Foundation.

Product overview

MarketNation operates +Shop, a purpose-driven e-commerce platform that functions as a charitable marketplace connecting schools, nonprofits, and creators with consumer brands. The core platform (+Shop) enables organizations to earn donations (5% to 40%) when their community shops through the marketplace. The platform includes specialized modules for Schools & Nonprofits (enabling fundraising without logistics) and for Creators & Influencers (allowing them to earn passive income by sharing brands with their followers). The companion consumer-facing experience at ShopWithPurpose.com allows shoppers to direct their purchases to support specific causes. Products are sourced directly from Brands and their authorized Distribution Partners.

Differentiator

Problem solved

Functional benefit

Brands

• Our Change Foundation: Charitable foundation through which +Shop donates 5% to 40% of product sales with participating brands.

Products and services

• +Shop Platform A purpose-driven e-commerce marketplace that connects consumer brands and their authorized distribution partners with schools, nonprofits, and creators, enabling shoppers to direct 5% to 40% of each purchase to charitable causes selected at checkout.
• Shop With Purpose A consumer-facing shopping experience where individual shoppers can browse and purchase products from brands that donate a portion of each sale to nonprofits and schools via the +Shop platform.
• Deanan Gourmet Popcorn on +Shop A fundraising-oriented gourmet popcorn product sold through the +Shop marketplace, with 20% to 40% of each sale donated to participating schools and nonprofits.

Quantifiable outcome

• Organizations earn 20% to 40% donations on each Deanan Gourmet Popcorn sale
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Deanan Gourmet PopcorncoreStrategic or Co-development Partner · 17 February 2026Deanan Gourmet Popcorn launched on MarketNation's +Shop platform, bringing an established American fundraising product into a modern e-commerce experience. The partnership enables shoppers to support schools and nonprofits through gourmet popcorn purchases, generating 20%-40% donations per sale.
• Our Change FoundationcoreOthersOur Change Foundation is the charitable vehicle through which +Shop donates 5% to 40% of product sales from major brands. The foundation enables the platform's core charitable giving mechanism.
• Good DeedminorChannel Partner/ Reseller/ DistributorGood Deed is a distribution partner on the +Shop platform, participating in the Shop With Purpose movement alongside other consumer brands.
• XBOX (Microsoft)minorChannel Partner/ Reseller/ DistributorXBOX is a distribution partner on the +Shop platform, contributing to the marketplace's portfolio of consumer brands.
• SharkminorChannel Partner/ Reseller/ DistributorShark (Ninja Brands) is a distribution partner on the +Shop platform, participating in the Shop With Purpose movement.
• ColemanminorChannel Partner/ Reseller/ DistributorColeman is a distribution partner on the +Shop platform, contributing outdoor and lifestyle products to the marketplace.
• SkullcandyminorChannel Partner/ Reseller/ DistributorSkullcandy is a distribution partner on the +Shop platform, participating in the charitable shopping ecosystem.
• ThermosminorChannel Partner/ Reseller/ DistributorThermos is a distribution partner on the +Shop platform, contributing to the marketplace's brand portfolio.
• NijaminorChannel Partner/ Reseller/ DistributorNija is a distribution partner on the +Shop platform, participating in the Shop With Purpose movement.
• Hewlett PackardminorChannel Partner/ Reseller/ DistributorHewlett Packard is a distribution partner on the +Shop platform, contributing technology products to the marketplace.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Goodshop: Cause-shopping platform that donates a portion of online purchases to the shopper's chosen nonprofit or school. Operates in the same cause-driven marketplace niche as +Shop, although it has historically had broader shopper reach.
• FlipGive: Team-based fundraising platform that turns everyday online shopping into cashback for sports teams, schools, and groups. Mirrors MarketNation's creator/community-led shopping model and target customer base.
• ShopRaise: Direct competitor operating a school and nonprofit fundraising marketplace where a portion of online purchases at participating retailers is donated to the shopper's selected cause — same three-sided model (shopper/cause/retailer) as MarketNation's +Shop.
• GreaterGood: Network of cause-driven shopping sites that direct a portion of every purchase to charities and causes shoppers select. Directly comparable purpose-driven shopping model.
• Givebacks: All-in-one fundraising and member management platform for schools, teams, and nonprofits with shopping-linked giving features. Targets the same schools-and-nonprofits segment as MarketNation.
• RaiseRight: Gift card-based fundraising platform serving schools and nonprofits, enabling supporters to earn for their cause via everyday purchases. Closely comparable in both customer base (K-12/nonprofits) and shopping-triggered donation mechanic.

Emerging players

• Donorbox: Online donation platform serving nonprofits and schools with recurring giving, peer-to-peer, and donor management — addresses the same nonprofit customer base via a different (donation-first) revenue model.
• Classy: Fundraising platform for nonprofits with donation forms, peer-to-peer campaigns, and event fundraising — adjacent to MarketNation's nonprofit segment but focused on direct donations rather than shopping-linked giving.

Broad incumbents

• Amazon Smile (historical): Amazon's now-discontinued donation-on-purchase program that donated 0.5% of eligible purchases to shopper-selected nonprofits. Most relevant historical precedent and benchmark for the cause-shopping category at scale.
• Rakuten: Cashback marketplace that monetizes everyday shopping via affiliate commissions; comparable affiliate/marketplace business model and shopper behavior, though without the cause-donation overlay.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MarketNation