BrandShop unifies some of these disparate rungs on the ladder, he said.
In terms of its operating model, BrandShop prices on a transactional basis for services like credit card processing and delivery and shipping fees. BrandShop’s creative design and marketing services are priced on more of a professional services basis and function more “as an agency relationship,” although Hendell was quick to add it will not bypass clients’ agencies directly.
“We don’t aspire to be brand strategists, but we absolutely collaborate with agencies around brand strategy, understanding their merchandise and creating new content to support brand marketplaces,” he said.
In addition to BrandShop’s technology, which spans content management, web commerce and order management, it offers a number of demand marketing solutions, such as paid search and product-listing ads, affiliate and search engine marketing and display and retargeting services.
BrandShop primarily serves midmarket brands – those in the $1 million to $50 million range, according to Hendell – although it does service some enterprise clients. Its customers include Clif Bar, Conair, 5-hour Energy, Coca-Cola and Cuisinart.
“We’re trying to help brands figure out their digital commerce experiences, which go well beyond operating a brand marketplace,” Hendell said. “We got a robust strategic capability from eBay [with the new hires] and we’re in a rapid growth clip.”