The ecommerce startup Shoppable has raised 3.5 million US dollars to fund its universal shopping cart. The company offer products that allow publishers to make items possible to purchase directly from a featured video or photo. Using what CEO Heather Marie calls “shoppable moments”, users would not have to leave a publisher's website to buy advertised items, from multiple retailers. Marie added that the whole buying process stays within the publisher's website, providing “a much more seamless experience”, whilst also providing more detailed customer data. Shoppable has announced that it intends to added to the already integrated 200 merchants, with more than 100 others currently on a waiting list.