Shoppable
Shoppable is a commerce infrastructure for checkout inside ads, content and off-site channels.
Analyst Perspective
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.
Analyst Signal Briefing
Updated: 2 Jul 2026Shoppable® 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.
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Key insights about Shoppable
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.
Shoppable: About
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.
How Shoppable Works & Monetises
Business model analysis and core revenue streams
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.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Shoppable)
About us
Shoppable® is the unified commerce infrastructure powering e-commerce outside traditional e-commerce websites — in content, in social, in ads, CTV, and in AI.
Read original sourceCompany Leadership and Structure Update
Heather Udo is the Founder & CEO of Shoppable®, with Ted Nadeau as COO and Matthew Ray as Head of Engineering. The advisory board includes Noopur Shukla, Bradford Shellhammer, and Dee Salomon.
Read original sourceeBay Integrates Shoppable Listings into Facebook Reels
eBay has partnered with Meta as a beta partner for Facebook Affiliate Partnerships, enabling creators to natively embed eBay product listings inside Facebook posts, Reels and other content. Followers will be able to tap products in-feed to view details and purchase directly, while creators earn commissions on sales. The integration is announced for the U.S. and will roll out there over the coming months; eBay Germany gave no definitive timeline for a German launch. The move builds on prior Meta–eBay collaboration around Facebook Marketplace and follows broader social‑commerce trends exemplified by offerings like TikTok Shop.
Read original sourceShoppable: Frequently Asked Questions
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.
Company Facts
- Founded
- 2011
- Headquarters
- United States
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- shoppable.com