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Online shopping can be a logistical nightmare for consumers and companis alike, especially when it comes to order fulfillment. Four-year-old startup Gaxsys today released a consumer-facing application called GaxWallet that aims to simplify and expedite the e-commerce experience.

Germany-based Gaxsys makes a cloud-based system that solves the supply-and-demand challenges for companies that sell their wares through a number of disparate web and physical retailers. The startup organizes all of the retailers that sell a particular brand into one e-commerce experience. So companies, in essence, outsource their online distribution to Gaxsys, and shoppers can get the products they want in the most efficient manner possible.

GaxWallet makes its debut today at DEMO Fall 2012, It’s a consumer-facing implementation of the startup’s core technology. The web, iPhone, and Android application, in theory, puts a shopper’s favorite brands in one pocket-friendly place so that they get their orders faster, either shipped direct from a local store or via store pickup at a nearby retailer. The application also enables consumers to name their own price for orders and sell back or trade in products.


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“We can plug into any e-commerce system, mobile or web-based, others can’t,” the company told VentureBeat. “Nobody has combined ship from store, pick up from store, name your own price, and re-commerce together in one neat package.”

The name-your-own-price feature was especially interesting to the onstage panel at DEMO. Founders’ Den managing partner Jason Johnson pointed out, “Many of us have the Amazon app; there’s no negotiation. Amazon will actually raise the price on you if you look at it a second or third time. So this is very attractive.”

“But they’re trying to solve a lot of problems,” countered Google+ exec Seth Sternberg. “Focus on one.”

At launch, however, the wallet application is limited in scope; it only works in conjunction with select products and adverts offered through partner video and mobile ad networks. A shopper can use the app to scan a product in a magazine, for instance, and buy it on the spot.

Gaxsys is self-funded and maintains offices in Germany and Chicago, with 11 employees split between them.

Gaxsys is one of more than 75 companies and 6 student “alpha” startups chosen by VentureBeat to launch at the DEMO Fall 2012 event taking place this week in Silicon Valley. After we make our selections, the chosen companies pay a fee to present. Our coverage of them remains objective.

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