October 14, 2008, 12:00 AM

KarateDepot continues to kick off new e-commerce sites

KarateDepot.com has already expanded into medical supplies with ScrubsGallery.com and publications with MagsDirect.com. Next up are BoxingDepot.com and a video site for testing and selling the kinds of products seen in TV infomercials.

Katie Evans

Managing Editor, International Research

At OnlineRetailer.com, the company behind KarateDepot.com, CEO and owner Aaron Rubin has already expanded into medical supplies with ScrubsGallery.com and publications with MagsDirect.com. Next up are BoxingDepot.com in November, followed by a video site for testing and selling products.

But in December, Rubin plans to take a different tack with the new online video site, which he envisions as the opposite of TV infomercials.

Using the same site search and merchandising platform from Mercado on which he runs his other sites, Rubin plans to launch InfoNOTmercial.com, which will use online video to present consumer products and demonstrate their performance. “We’ll take products, subject them to real-life tests, and show if they work,” he says.

The videos will include user-generated content as well as the retailer’s own content, he adds. “We’ll include the same things you see on late-night TV,” Rubin says. He expects to start with about 100 SKUs that will be available for online purchase through multiple affiliate retailers under a comparison shopping model.

The Mercado technology makes it possible to conduct simultaneous tests on multiple sites, he adds. “We can have five tests running on different web sites, all using the same Mercado technology, which makes it a snap to get a new site tested and up and running.”

Omniture Inc. announced today its plans to acquire Mercado’s site search and merchandising technology.

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