SteelHouse Gets Funding, Launches E-Commerce Technology Firm

Los Angeles-based SteelHouse, a developer of e-commerce technology based on consumer behavior, launched its "behavioral commerce technology" to boost e-commerce conversion Wednesday, and also revealed that it has scored venture funding for its efforts. The firm said is backed by prolific angel investor Ron Conway and Baroda Ventures, the venture capital arm of Geocities founder David Bohnett. Details on the funding round were not announced, however, the firm said that the round came last year. SteelHouse's CEO is Mark Douglas, who was VP of Technology at eHarmony and VP of Engineering at the Rubicon Project. The firm said it has more than 100 e-commerce companies using its technology, which gives different shoppers different offers based on their shopping personalities and buying behavior. More information »