When you first arrive on WebLinc’s home page, you see a tag line pasted over two fluffy chocolate Labrador puppies that reads “Helping great companies sell more online.”

While it’s true that puppies can probably help sell any product, we hope that’s not WebLinc’s ultimate business plan. On second thought, maybe that’s why the company just landed $6 million in funding.

All kidding aside, WebLinc is an e-commerce platform built on Ruby on Rails that powers the likes of toy manufacturer Sanrio and gunmaker Smith & Wesson. WebLinc is designed to be flexible, so the platform can be easily updated as new features roll out. It’s also apparently mobile friendly.

Some of the company’s other clients include online retailers Free People, Nasty Gal, and Eataly.

So why the puppies? They’re a reference to Jeffers, an online animal health supply store that Weblinc powers.

Safeguard Scientifics led this first round of funding. WebLinc says it will use the new cash to help the company grow and compete with bigger e-commerce players like Woo Commerce, WordPress’s popular ecommerce plugin, or Magento.

WebLinc is headquartered in Philadelphia.