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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.

The number of people using location-based services like Foursquare and Gowalla remains small, and does not appear to be growing, according to a report published Thursday by the Pew Research Center’s Internet & American Life Project.

On any given day, 1 percent of adult Americans use a service that allows them to share their location, according to the report. Four percent of adult Internet users use location-based services at all, down from 5 percent of Internet users who said they used such services in May. Only 6 percent of people who use social networking sites also used location-based services.

The Pew report notes how quickly technologies like these can go from obscurity to mainstream use. In August 2008, for example, 6 percent of adults used status-updating services like Twitter. By September 2010 that proportion had quadrupled.