Sidecar growing by adding new channels

Tom Paine

I’ve been following Philly-based Sidecar for quite a while, but must admit I’ve never fully understood exactly what they do. It sounds like SEO for ecommerce retailers, with a common platform for all enhanced with channel & customer-specific models. There are external data sources involved, and what Sidecar describes as machine learning in using that data.

Sidecar has well over 200 employees now, a prestigous roster of investors (its raised $31.5 million to date), and a sophisticated customer base.

Much of Sidecar’s recent expansion has come from adding new channels to its coverage. Last year the company added solutions for Amazon and Pinterest to its toolbox. Today’s latest step is the introduction of the next generation of Sidecar for Facebook & Instagram. In addition, the company’s heightened focus on audience strategy now extends to Google Display and Videos ads.

“One of the biggest themes of Sidecar’s 2020 product roadmap is driving scale,” said Mike Perekupka, Senior Product Manager for Sidecar. “As we covered in our Q1 product webcast, we’re developing our core technology to empower retailers to scale their ability to engage with audiences, leverage changing ad formats, and adapt to shopper behavior across channels. Our new Facebook features and display support align perfectly with this mission. As always, we’ve developed these new rollouts with the same hyper focus on retail that’s marked our offerings from day one.”

“Our success in 2019 was the result of expanding well beyond our origins as the best-in-class Google Shopping solution and continuing to address our customers’ evolving pain points across all major paid acquisition channels,” explained Andre Golsorkhi, founder and CEO of Sidecar, in January. “Retail marketers are recognizing the need to break down channel silos and think more holistically about their portfolio. We’re helping retail and brand marketers align with and capitalize on this new world order through a cohesive approach to digital marketing that identifies and taps into white space for their business.”