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.
