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Mr. Coe says the agency's Tumblr commerce platform has two service levels: one designed for small businesses and the other for brands. For the former, Coexist and Stripe would take a roughly 6% cut of sales transacted through the platform, but the service would be free to use. In the case of brands, he's envisioning something more custom where Coexist might develop a Tumblr blog for an event like Fashion Week and then power a pop-up store where Tumblr followers could buy limited-edition goods that had been unveiled that week. The service's first taker is Jeni's Splendid Ice Creams, which has 10 stores in Ohio and Tennessee and sells to wholesalers like Dean & Deluca and Whole Foods but shipped more than $1 million of product through its website last year. Its Tumblr account launched last week, and items for sale are marked with a yellow dot, including a $32 ice-cream-sandwich collection.

According to the event page, 2,367 of the 6,000 I/O attendees actually checked in using the new version of Google+, then having the option to turn on party mode, which shares all of their photos on a public stream. The event was public because Google turned it into an “On Air” event. A lot of folks showed up to see Train and Paul Oakenfold perform, and it seems like quite a few of them shared photos to the event page. It’s not known how long the party kept up the 8K photos per hour, but it’s impressive none the less. I have however noticed that a lot of photos not taken at the event made its way to the stream. I’m not sure if that’s a bug, or if that’s a bi-product of the event being “On Air.” According to the slideshow from the event, 13,345 photos were shared in total: You’ll see the photos on the page sorted by popularity, which includes +1′s and comments. It’s not surprising that the most popular picture if of Gundotra and Sergey Brin, sporting the Glass.