April 27, 2012, 1:47 PM

A technology vendor adds Facebook storefront expertise

Axle Digital adds Adgregate Markets’ technology to its portfolio.

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Axle Digital announced this week that it has acquired the assets of Adgregate Markets, the company that developed the ShopFans Facebook storefront technology used by retailers such as Drugstore.com and GameStop Corp. Axle Digital did not disclose the terms of the purchase.

In addition to ShopFans, Adgregate Markets offers products such as ShopAds, which enables marketers to develop rich media display ads that shoppers can click on and complete a purchase within the advertisement.

Axle Digital, which was co-founded by Adgregate Markets' former chief technology officer Manny Berrios last August, offers a platform aimed at helping retailers understand how shoppers engage online across major touchpoints, such as in-store, mobile and online.

When Adgregate Markets' funding recently dried up and it closed its doors, Berrios decided to acquire the vendor's technology. 

"Adgregate's Facebook solutions fit in perfectly with our platform and really rounded out the offering," says Axle Digital CEO Syd Dufton. "We now has a top-of-the-line social commerce platform with Adgregate's solution incorporated right into it."

The deal is aimed at boosting Axle Digital’s standing as a provider of social and mobile marketing technology, the company says.

Axle Digital says it plans to announce the names of retailers that use its offerings in the next few months.

Tom Funk, senior marketing manager, digital and direct, for Green Mountain Coffee Roasters Inc.’s Specialty Coffee Business Unit will share tips on effective social media strategies at the Internet Retailer Conference & Exhibition 2012  in a session entitled “The many flavors of a social strategy: What will work for you?"

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