E-commerce Start-Up Totefish Launches "Anti-SEO" Shopping Directory - WSET.com - ABC13

E-commerce Start-Up Totefish Launches "Anti-SEO" Shopping Directory

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SOURCE Totefish

A new way of online shopping that puts the shoppers' needs ahead of the search engine

LOS ANGELES, June 5, 2014 /PRNewswire/ -- Totefish.com is challenging traditional search engines with the beta launch of its 8000+ store shopping directory site by presenting store results based on category rather than SEO keywords and enabling advanced filtering by coupons, sales and shipping deals.

With the growing difficulties of finding stores online and the inability to filter results by available promotional deals (which steadily drive retail sale conversions), Totefish is removing SEO seniority and manipulation from the search results equation in its goal to level the e-commerce playing field for merchants and removing the frustration of limited access to stores for shoppers.

"It's impossible to find a full list of stores selling what you want because search results are dictated by your search keyword, the SEO keywords coded by the merchant and the secret algorithm that furtively links these two," says CEO and Co-Founder, Deborah Cincotta.  "To a shopper, a tennis sneaker is a tennis shoe is some tennis footwear.  But to SEO, these are totally different store results.  The beauty of shopping online is being able to shop at all stores, no matter where you live.  Unfortunately, with the SEO-structure, your drive-time savings is eaten up with the basic search for the stores."

Totefish uses a customized proprietary taxonomy and rigorous verification tests to ensure that all stores presented from its database are valid e-commerce sites.  

Totefish, short for Totally Efficient Shopping, was founded in Los Angeles by ex-stay-at-home mother and Harvard graduate, Deborah Cincotta.  Totefish aims to become the leading honest broker between shoppers and merchants by providing a centralized portal of e-commerce organization that weights shoppers' and merchants' needs equally.  In 2013, Totefish raised $250,000 in a seed round from Rusheen Capital Partners, the angel-investment company of Stamps.com co-founder, Jim McDermott.  


Deborah Cincotta, CEO & Co-Founder

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