eBay Enterprise has merged with ecommerce fulfilment company Innotrac to form a new omnichannel technology and operations provider named Radial.
Radial, headquartered in King of Prussia, Pennsylvania, bills itself as “the largest omnichannel commerce technology and operations provider” with 7500 employees and 27 distribution centres worldwide. The word “omnichannel”, currently something of a buzzword in ebusiness, refers to the seamless integration of online shopping with bricks and mortar outlets and to managing purchases and delivery from a single platform.
Stefan Weitz, Chief Product and Strategy Officer at Radial, said that a “tremendous strain” is being put upon retail businesses because the “execution of omnichannel is insanely hard”.
He said: “Radial is all about building the tools retailers need to compete — and win — in the increasingly complex and competitive ecommerce space. Only Radial has industry-leading tech and expansive operational expertise that offers retailers the most efficient — and profitable — path to get products in consumers’ hands.”
Radial President Tobias Hartmann said that many retail companies are struggling to evolve at a speed necessary to keep up with the demands of the customers’ expectations and demands. This is despite these businesses allocating a great amount of resources to omnichannel. He added: “Radial empowers brands to take down the walls between their physical and digital stores, giving them an advantage to acquiring and retaining customers by delivering the type of personalised experiences that keep them coming back for more.”
eBay Enterprise was previously the division of eBay responsible for helping companies to develop their ecommerce sites. It was sold off last year as part of the divestment that also saw PayPal being split off from eBay. Innotrac, previously based in Duluth, Georgia, was an ecommerce fulfilment firm that provided order processing, order fulfilment and call centre services.
Radial’s clients currently include such global brands as Gamestop, Shoe Carnival, DSW and Destination XL.