Localogy Live: PinnacleCart Rides the eCommerce Wave

Localogy Live is Localogy’s video interview series. Running weekly, it features leaders in the local commerce and SMB SaaS sectors. Articles appearing here on Localogy Insider include episode takeaways and embedded video. See the full archive and upcoming episode calendar here.


Ecommerce is having a moment. The sector has experienced 30 percent year-over-year growth in transaction volume according to eMarketer. To put that further in perspective, after hovering around 10 percent of U.S. retail spending for the past decade, it has shot up to 15 percent in the last eight months.

This means that eCommerce companies are likewise primed for growth, which we’re seeing throughout the stack. Companies like Shopify continue to grow, while accelerating product road maps and amplifying distribution. Meanwhile, adjacent sectors like websites expand and pivot into eCommerce.

One of the companies establishing firm footing in this value chain is PinnacleCart. The latest guest on Localogy Live (episode below), it provides a comprehensive turnkey eCommerce platform. This orientation and feature set targets smaller businesses with a range of pre-integrated functions.

“In terms of differentiation, we’re fully featured,” said CEO Bill Sedgwick. “So right out of the box, we have over 400 features built into the cart. How that differs from, say, a Woo Commerce or a Shopify is that they have a lot of features built into the cart but a lot of their features are bolt-on features, so other companies create apps that plug in and do what we consider to be basic things. Right out of the box, PinnacleCart has a ton of features built in like inventory management, shipping [that’s] directly connected to major shipping providers, drip marketing.”

Catering to SMBs like this is a smart move. Not only is eCommerce inflecting per the above figures, but the trend is pronounced within the SMB segment given that lockdowns precluded offline fulfillment. This “accelerated transformation” as we like to call it could engender permanent SMB adoption.

“It’s definitely going to be a permanent transformation,” said COO John Carpenter, “and what I see is that the payment side of the business really has changed […] The use of cash has really gone by the wayside based on people saying, ‘okay well I’m going to pay using PruPay Touchless, and I don’t have to use cash. […] The number of people that are actually banked in the united states went up recently because of this transformation.”

Like a lot of other trends that have inflected in the past 8 months, all of these behaviors among consumers and SMBs aren’t necessarily new. That goes for eCommerce as well as the decline of cash as a payment method. Movement has been underway for years on both fronts, but continues to accelerate in 2020.

Synthesizing these factors, PinnacleCart’s PruPay Touchless Payments likewise meets the moment. Given a touchless retail payment tech, the company is primed for both sustained eCommerce growth and the return to physical retail. As we’ve examined, we’re entering physical retail’s “touchless era.”

We’ll pause there and signal you to the full interview below, where Sedgwick and Carpenter provide more color on the company’s background, corporate structure, operational scale, and a few case studies. Check it out in full below, or use chapter markers to skip around. And stay tuned for more episodes.

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