Shopatron is the latest ecommerce company to head for the UK with it’s first office abroad. But this isn’t an ordinary ecommerce company, Shopatron is a unique solution that sits somewhere between an affiliate network and an ecommerce package and has the benefits of both, and more on top, particularly if you have a high-street presence.

Shoptaron is aimed primarily at manufacturers but it can have huge benefits for retailers. Shopatron provides manufacturers with an ecommerce solution that allows them to work with retailers to generate both online and in-store business.

With Shopatron, manufacturers offer more choice and convenience to shoppers, and retailers gain additional in-store business. Orders placed through manufacturers' Web sites are directed to retailers local to the consumer, the retailer then either fulfils the order through shipment or in-store pickup.

The system is free for retailers and there’s no obligation to ship orders. With each sale you choose to accept, you’ll receive the full amount paid by the consumer, minus customer service and credit card processing fees. Plus the system provides plenty of market intelligence on what’s selling well across the system.

Shopatron currently has 450+ manufacturers signed up including Panasonic and has over 7000 retailers. The initial challenge for Shopatron will be attracting manufacturers in the UK, as many of the US manufacturers currently on their books are virtually unknown over here.

Shopatron has around 60 employees and is based in California, it was known as FirePoppy until 2006, and raised $6 million in October 2007 through a private equity finance deal.