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A new technology from Pop2it.com puts e-commerce in context. The San Jose, Calif.-based company’s proprietary technology embeds “Shoplets” and “Pop-Ins” into Web pages, so users can click on a word, such as “shoe,” and buy immediately from a pop-up window that doesn’t take them off the page.
“We call it point-of-interest purchase,” said vice president of marketing Paula Cappello. Pop2it lines up merchants and gathers their products into themed categories, called Shoplets. (The service is launching today with pets, food and health categories.)
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