SteelHouse Raises $6.3 Million to Be the eHarmony of E-Commerce

SteelHouse has raised a second round of funding, totaling $6.3 million.

The Los Angeles-based company is aiming to become the eHarmony of e-commerce, meaning that it is trying to help e-commerce providers match the right shopping experience to the right shopper, in real time.

The reason SteelHouse is optimistic is that its president and CEO, Mark Douglas, was the VP of technology at eHarmony for almost four years.

Investors in the latest round include Greycroft Partners, Rincon Venture Partners and Lighthouse Venture Group. The company’s original investors are Baroda Ventures and Silicon Valley angel Ron Conway. The company had previously raised $1.55 million in a first round.

SteelHouse is building a behavioral platform that allows e-commerce companies to present different offers to shoppers, based on the personality and behavior of the person visiting. Some of its clients include Comedy Central, Mrs. Fields, SkyMall, eCampus.com, Evite and Cooking.com.

The company says it will use the capital to continue investing in its technology.


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Just as the atom bomb was the weapon that was supposed to render war obsolete, the Internet seems like capitalism’s ultimate feat of self-destructive genius, an economic doomsday device rendering it impossible for anyone to ever make a profit off anything again. It’s especially hopeless for those whose work is easily digitized and accessed free of charge.

— Author Tim Kreider on not getting paid for one’s work