Elastic Path, a supplier of e-tailing technology, is targeting mid-market apparel retailers with its open-source technology.
The company, which is based in Vancouver , British Columbia , told Apparel it is focused on helping clients set up very user-friendly product searches and check-out functions for their online stores.
Jason Billingsley, vice president of marketing, said Elastic Path has a base of apparel clients and sees an opportunity to ramp up its apparel clientele.
The company's target client is a mid-market retailer, which it defines as a business that has between $5 million and $75 million in online sales. Elastic Path estimates that this would be a retailer with about $30 million to $500 million in overall sales. Any mall-based retailer is a good target customer for Elastic Path, Billingsley said.
Elastic Path has been a behind-the-scenes player that books 30 percent of its business through system integrators such as Avenue A Razorfish, he noted. Typically these integrators install complete e-tail sites for retailers or brands. The balance of Elastic Path's business has been obtained through the firm's licensing of its software.
Elastic Path offers open-source code software at a much higher level of functionality and with much greater customer service than other open-source players, Billingsley said. The cost of the company's solutions is an eighth that of technologies such as IBM WebSphere and ATG, he noted.
Elastic Path considers software firms such as Escalate Retail as peripheral competitors because Elastic Path is an e-tail specialists whereas firms such as Escalate offer a full retail suite, he said.
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