Shoppable
Commerce infrastructure for checkout inside ads, content and off-site channels.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- 72Lux Inc.
- Entity type
- COMPANY
- Founded
- 2011
- Headquarters
- United States
- Company size
- 10–49
- Market role
- AdTech Vendor
- Official website
- shoppable.com
What Shoppable does
Shoppable sells commerce-enablement infrastructure to businesses that want to convert media, content and off-site traffic into transactions without building the full stack themselves. Its value lies in combining product catalogue access, multi-retailer checkout, payment handling, PCI-compliant flows, attribution and storefront tooling into one integration layer. This lets customers launch shoppable ads, hosted shops, embedded buy buttons and headless commerce experiences across multiple channels.
Category differentiation
Shoppable is not a consumer shopping marketplace or a standalone retailer. It is a B2B commerce infrastructure provider that embeds checkout and transactions into ads, content and partner-owned digital surfaces.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Shoppable is a US-based commerce infrastructure software company operating under the legal entity 72Lux, Inc. It provides tools that let brands, agencies, publishers, creators and platform teams embed shopping and checkout directly into ads, content, storefronts and other off-site digital environments. Its product set spans shoppable ad units, hosted storefronts, embeddable checkout, product and catalogue APIs, and a universal multi-retailer checkout layer. The company makes money primarily from B2B software and infrastructure usage rather than from direct consumer retail. Its customers use the platform to turn media and content into transactions, capture first-party order data, and measure closed-loop performance. Shoppable appears positioned as a distributed commerce layer that connects advertising, content monetisation and checkout, with newer positioning extending this model into AI and agent-driven interfaces.
Company news briefing
Briefing updated:
Shoppable® has reaffirmed its position as a unified commerce infrastructure provider, facilitating e-commerce across non-traditional platforms including social media, CTV, and AI. The company’s leadership team is led by Founder and CEO Heather Udo, alongside COO Ted Nadeau and Head of Engineering Matthew Ray. This structure supports the firm’s strategic focus on the monetisation of digital content through integrated checkout solutions, guided by an advisory board featuring representatives from across the retail and technology sectors.
Business model & monetisation
Shoppable monetises through a mix of software licensing and usage-based infrastructure fees across its commerce platform, checkout technology and APIs. Revenue likely comes from SaaS subscriptions or enterprise contracts for products such as Ad Experience, DTC Lite, Instant Shop and API access, with additional transaction-linked economics where checkout, catalogue access or routed orders generate commissions, take rates or volume-based charges. The platform’s attribution and first-party data capabilities also support value-based pricing tied to measurable commerce outcomes.
- Platform licensing for commerce products
- Software Subscription
- Transaction-linked checkout economics
- Percentage Take-Rate
- API and infrastructure usage
- Pay-per-Use
- Performance and attribution-led enterprise contracts
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Shoppable Plugin Now Available in ChatGPT
Conversational Commerce · Recorded impact score: 3/5
Shoppable, a commerce infrastructure company that developed universal checkout technology, announced its plugin is now listed in the ChatGPT Plugin Directory. The integration brings Shoppable’s multi-retailer product discovery and unified cart-building to ChatGPT’s 900 million weekly active users. U.S. ChatGPT users can explore Shoppable’s universal catalog of 500 million products. The launch builds on Shoppable’s previously released universal checkout MCP server and the company’s 15 years of infrastructure development, including four U.S. patents covering multi-retailer universal checkout.
- Shoppable announced its plugin is available in the ChatGPT Plugin Directory.
- The integration reaches ChatGPT’s 900 million weekly active users.
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Questions about Shoppable
What is Shoppable?
Shoppable is a commerce infrastructure platform that enables brands, publishers, creators and platforms to embed shopping and checkout into ads, content, storefronts and other off-site channels.
Who uses Shoppable?
Its users are mainly businesses such as brands, agencies, publishers, creators, merchants, marketplaces, developers and platform teams that want commerce-enabled media or embedded checkout.
How does Shoppable make money?
It appears to earn revenue through software licensing, usage-based infrastructure fees, API access and transaction-linked economics tied to checkout and routed commerce activity.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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