The Kayak for Shopping Takes Aim at Mobile

Buy products without turning the page

Who CEO Scott Cooper

What Online shopping platform

Where Boston offices

“Instapaper for shopping” is a catchy, concise company description, as is “Kayak for shopping.” Boston-based ShopAdvisor blends both by notifying its 10 million-plus users when a product on its WatchList hits a specified price point. Last year, the 13-employee startup partnered with Zinio to bring its technology to magazines’ tablet ads, letting users buy advertised products without turning the page, and now has 30 titles in production, said ShopAdvisor CEO Scott Cooper. “We’ve seen more than 40 percent of the readers of some digital magazines shop for products the first time they encounter them,” he said.