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Company Name Shopatron, Inc.
Company Type eCommerce
Founded 2001
Location San Luis Obispo, California
Country USA
CEO Ed Stevens
CFO David Morrison
Chief Customer Advocate Sean Collier
SVP of Retail Ken Callahan
VP of Manufacturing Justin Manning

Shopatron is an American eCommerce technology company based in California that provides eCommerce solutions to branded manufacturers and retailers of consumer goods products. Company founder and CEO Ed Stevens developed the core idea for Shopatron while working for a Russian military factory and observing the competition between manufacturers and retailers for business.[1]

Shopatron was originally the name of a product made by FirePoppy Inc., officially launched in 2001.[2] In 2006, FirePoppy changed its name to Shopatron.

Shopatron’s corporate headquarters is in San Luis Obispo, California, situated on the Pacific Coast midway between San Francisco and Los Angeles. In 2008, Shopatron expanded its operations to Europe with an office in Swindon, United Kingdom, about 80 miles west of London.[3]

In March 2013, Shopatron announced a comprehensive re-launch of the company’s brand around the concept of enabling branded manufacturers, multi-channel retailers, and local storefronts to collaborate in ways that delight online shoppers with more convenient and affordable fulfillment options. [4]

Today, Shopatron’s eCommerce solutions are used by more than 1,000 branded manufacturers and 20,000 retailers, who fulfill online orders via the Shopatron Order Exchange. Top multi-channel retailers like Cost Plus World Market, Modell’s, and Sport Chalet also use the solution.

How it works[edit]

Shopatron has two solutions: Shopatron Manufacturer for branded manufacturers, and Shopatron Retailer for multi-channel retailers.

For branded manufacturers, Shopatron allows its clients to accept orders on their website and send them to their retailers or dealer channels for delivery to the end-consumer. This avoids the business problem known as channel conflict, where the retailer and the manufacturer are competing for the sale.[5]

For retailers, Shopatron provides a similar service, in which it allows multi-channel retailers to accept orders on their website and give them to their own stores for in-store pickup or ship-from-store delivery.[6]

The Shopatron Order Exchange is the core of Shopatron’s solutions. Orders placed on a website are placed in the exchange, which retailers view through the company’s Web portal,[7] or download automatically via system-to-system communications. Every day, orders are assigned to the retailer closest to the consumer who has indicated that they have the product in stock.

With a system of detailed reports available to all retailers who fulfill orders with Shopatron, the Shopatron Order Exchange is designed to give retailers and brands insights into the best-selling products available for fulfillment.[8]

Shopatron is implemented by brands and retailers in a number of ways, either as a full turnkey eCommerce store or website, or through APIs such as “Add to Cart” buttons placed on existing marketing websites. Shopatron also provides all clients with websites formatted to fit mobile screens.[9]

Through the program dubbed “Shopatron Alliance,” agencies such as Intershop, GammaFX, Demandware and MarketLive implement Shopatron order management functionality into their client solutions. Additionally, Shopatron has joined with a number of technology partners including eBay, Google, PayPal, Bronto Software, and Bazaarvoice.


Shopatron Manufacturer allows branded manufacturers to leverage available inventory from retail storefronts and distribution centers when fulfilling online orders. This allows manufacturers to deploy fulfillment options like in-store pickup and ship-from-store for their online sales. Shopatron works with more than 1,000 manufacturers to integrate their eCommerce programs with physical retail channels.

Shopatron Retailer is used by multi-channel retailers to leverage the available inventory from retail storefronts and distribution centers to fulfill online orders. This enables retailers to offer fulfillment options like in-store pickup and ship-from-store. Shopatron also provides inventory lookup and vendor drop-ship within existing retailer eCommerce initiatives.

Shopatron Solutions[edit]

Ship-from-Store Retailers and brands use ship-from-store as a method of fulfilling online orders with existing inventory in retail stores. In a typical ship-from-store order, a customer places an order online and Shopatron passes that order to the closest stocking retailer, who then ships the order using in-store inventory.

In-Store Pickup Shopatron’s retailer and brand clients can also make products ordered online available for pickup in store. Wal-Mart, Best Buy, and REI are examples of large retailers that have been offering this option to shoppers for several years and have led the way in terms of consumer demand for in-store pickup[3]. With Shopatron, smaller manufacturers and retailers can offer shoppers the same service. When retailers accept orders from the Shopatron Order Exchange, they can fulfill the order by alerting shoppers that items are available to be picked up at their store, if the in-store pickup delivery method was selected by the shopper during checkout.

Ship-to-Store Manufacturers can also use ship-to-store as a way of ensuring that online orders can be fulfilled even if the nearest retailer doesn’t have product in stock. In a ship-to-store order, a customer places an order and chooses a retail location that will fulfill their order. If the retailer does not verify that they have the items in stock within two hours, the brand ships the package to the local retail shop with a special label provided by Shopatron. Shopatron contacts the retailer to let them know that an order is on the way, how to complete the order, and how to get paid for the order. The retailer receives the package, scans a QR code, and notifies Shopatron that they have received the items. Shopatron then notifies the customer that their order is available for pickup. After the order is completed, the retailer is paid.


Shopatron received its Series A financing from Rivenrock Capital, a Los Angeles-based venture firm for an undisclosed sum. On October 1, 2007, Shopatron announced a $6 million Series B financing led by Kern Whelan Capital with participation from Rivenrock Capital.[10]

In December 2012, Shopatron closed a $4 million credit facility with venture debt fund Multiplier Capital to expedite “acquisition of new customer and partner groups such as multi-channel retailers, solution partners, and online marketplaces.” [11]


Shopatron customers include BIC Sport, Bosch, Cleveland Golf, D’Addario, Descente, Ducati, JL Audio, K2 Skis, Louis Garneau, Melissa & Doug, Hog Wild, Mizuno, Nordica, Peavey, Roland, Suzuki, and Thule.

Shopatron also partners with such multi-channel retailers as Cost Plus World Market, Sport Chalet, Intermix, and Modell’s.

External links[edit]