Shoppable

The company operates a B2B commerce enablement and infrastructure model. It provides a software platform and APIs that connect publishers, creators, brands and advertisers with multiple retailers, enabling checkout directly from media units, content and hosted shops without holding inventory. Value is created by reducing friction between content/advertising and purchase, aggregating multi‑retailer catalogues, orchestrating orders and providing order‑level analytics. On the supply side, retailers and merchants gain additional distribution through a partner channel that feeds their catalogues into these shoppable surfaces, with fulfilment handled by the merchants themselves.

72Lux, Inc., trading as Shoppable, provides a commerce enablement platform that powers distributed and shoppable media experiences. Its core offering is a patented multi‑retailer universal checkout that can be embedded into ads, content and stand‑alone shops so consumers can purchase from multiple merchants in a single transaction, while fulfilment is handled by the underlying retailers. The company monetises through SaaS subscriptions, usage‑based API and processing fees, and commission structures with merchants. Its paying customers are brands, advertisers, publishers, creators and merchants that use the platform to run shoppable media, stand‑alone shops and multi‑retailer checkout, while merchants plug in via integrations such as a Shopify channel app where commissions are deducted from sales driven by the platform.