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Online Shopping Tech to Tackle Cart Abandonment

A 12-person startup in Cambridge, Massachusetts, is scheduled to officially launch itself today and introduce online-shopping technology that uses Macromedia's Flash to help solve shopping cart abandonment - and potentially increase order completion as much as 50 percent, writes CNET. The company is Allurent, and its three founders - Joe Chung, Fumi Matsumoto and Paul Shorthose - are not new at the game, in 1991 having founded Art Technology Group, which supplies e-tail software to the likes of American Airlines, Best Buy, and Target.

Nicholas Negroponte of the Massachusetts Institute of Technology Media Lab and former MIT Chairman Alex D'Arebeloff are both angel investors in the company.

Allurent's program, at $150,000 a pop, is aimed at the top 200 U.S. retailers, one of which - thus far anonymous - has already signed up. Until now, Web design companies have done such work. Allurent is among the first software makers to offer tools to let companies build such advanced sites themselves.

High-speed internet access and applications like Flash are making online shopping a much slicker experience, and shopping carts are just the beginning: "It's an idea that's reached a tipping point," according to Forrester Research analyst Harley Manning.

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