What Ecommerce Innovation Alliance does

Ecommerce Innovation Alliance (EIA), legally Ecommerce Marketers Alliance d/b/a Ecommerce Innovation Alliance, is a 501(c)(6) nonprofit trade association founded in 2023 and headquartered at 303 W. Broad Street, Richmond, VA. EIA's core function is policy advocacy on behalf of the U.S. e-commerce industry, targeting legislative and regulatory issues including state and federal telemarketing laws (notably TCPA-related litigation and SMS marketing), AI regulations, ADA website compliance, data privacy, import tariffs, and consumer protection. Its membership program is tiered across three segments — Ecommerce Retailers, Technology Solution Providers, and Associate Members — with annual dues set by the Board of Directors and scaled by prior-year member revenue, paid upfront at activation with no refunds offered.

EIA distributes its services through a main website (ecomm-alliance.org), a self-service member portal (members.ecomm-alliance.org), email newsletters, and active social channels on LinkedIn, Twitter/X, Facebook, Instagram, and YouTube. The website is partially conformant with WCAG 2.1 level AA accessibility standards. Leadership comprises President & CEO David Carter, Vice Chair Gina Johnson (Chief Legal Officer at The Ridge), and Board Member Justin Allen (CEO and Co-Founder of Tushy). Named featured members include The Ridge, Tushy, Postscript, For Love and Lemons, Kizik, Dolls Kill, Caraway, and Hexclad, spanning consumer brands and e-commerce infrastructure providers.

EIA monetizes exclusively through membership dues on an annual billing cadence, and has no venture, private equity, or parent-company backing. The organization has publicly attributed several state-level advocacy outcomes to its work, including the veto of Colorado HB 26-1210 (Surveillance Pricing), passage of Virginia SB 1339, the North Carolina HB 936 robocall amendment fix, and a landmark Texas settlement under Senate Bill 140 regarding SMS consent.

Name

Ecommerce Innovation Alliance

Legal name

Ecommerce Marketers Alliance d/b/a Ecommerce Innovation Alliance

Website

https://ecomm-alliance.org

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Ecommerce Innovation Alliance is a 501(c)(6) nonprofit trade association founded in 2023 that advocates for pro-e-commerce policies on telemarketing, AI, ADA, data privacy, and consumer protection. It serves U.S. e-commerce retailers, technology solution providers, and associate members via tiered annual membership dues.

Ownership category

akta.pro rank

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: EIA generates revenue through annual membership dues paid by e-commerce retailers, technology solution providers, and associate members. Dues are tiered based on business type and prior year annual revenue, with automatic proration for mid-year enrollment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

EIA is a nonprofit trade association that provides collective policy advocacy and regulatory compliance education for the U.S. ecommerce industry. It offers tiered annual memberships to ecommerce retailers, technology solution providers, and associate members, granting access to legislative representation, educational briefings on issues such as TCPA, AI regulation, ADA compliance, and data privacy, and an online member portal for collaboration and resources.

Product overview

The Ecommerce Innovation Alliance (EIA) is a nonprofit trade association, not a software product company. Its primary offerings consist of membership services including access to the EIA Member Portal (a secure online community for managing membership, accessing resources, and networking), the EIA Email Newsletter (delivering industry news and regulatory updates), and advocacy/education services on ecommerce policy topics. The association also maintains an accessible website conforming to WCAG 2.1 standards.

Differentiator

Problem solved

Functional benefit

Products and services

• EIA Membership Program Trade association membership services available for Ecommerce Retailers, Technology Solution Providers, and Associate Members, providing advocacy representation, education on compliance solutions, and a platform for collaboration and knowledge sharing on ecommerce policy.
• EIA Member Portal

Quantifiable outcome

• Successfully advocated against Colorado HB 26-1210 (Surveillance Pricing Bill), which was ultimately vetoed by Governor Polis
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Interactive Advertising Bureau (IAB): Trade association for digital advertising and marketing — overlaps with EIA's Technology Solution Provider members on issues like AI regulation, data privacy, and advertising compliance.
• Performance Marketing Association: Industry group focused on performance marketing regulation and compliance — closely mirrors EIA's work on TCPA, SMS marketing, and telemarketing laws affecting ecommerce brands.
• NetChoice: Trade association that advocates for internet and ecommerce businesses on policy issues including AI regulation, privacy, and online speech — directly overlaps with EIA's ecommerce policy advocacy mission and competes for similar members.
• Mobile Marketing Association: Global trade association for mobile messaging and marketing — directly relevant given EIA's active advocacy on text-message regulation and TCPA issues.

Broad incumbents

• Computer & Communications Industry Association (CCIA): Tech and internet industry trade association that lobbies on AI, privacy, and platform regulation — overlaps with EIA on digital policy issues but operates at the federal level with broader tech membership.
• National Retail Federation (NRF): Largest U.S. retail trade association — represents many of the same retailers EIA serves but with a broader omnichannel mandate and significantly larger lobbying footprint.
• Consumer Technology Association (CTA): Large established trade association running CES and representing the broader consumer technology industry — competes for mindshare on tech policy issues like AI and privacy but operates at much larger scale and scope.

Emerging players

• Direct Selling Association: Trade association for direct selling and multi-level marketing companies — adjacent ecommerce business model that faces overlapping regulatory scrutiny around marketing practices and consumer protection.
• Software & Information Industry Association (SIIA): Trade association for software, data, and digital content companies — overlaps with EIA's Technology Solution Provider segment on AI policy and data privacy issues.
• Digital Advertising Alliance: Self-regulatory organization for interest-based advertising — overlaps with EIA's work on data privacy and personalized pricing regulation affecting ecommerce marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Ecomm_Alliance
• YouTubeyoutube.com/@ecomm-alliance
• Facebookfacebook.com/ecommerceinnovationalliance
• LinkedInlinkedin.com/company/ecommerce-innovation-alliance
• Instagraminstagram.com/ecomm_alliance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Ecommerce Innovation Alliance