MerchantCircle

MerchantCircle

Company type	Private
Industry	Digital marketing
Founded	2004
Founder	Ben T. Smith IV
Headquarters	Walnut Creek, California , United States
Area served	United States, Australia, Canada, United Kingdom
Products	Online directory, social networking, marketing platform for small and mid-sized businesses
Parent	Reply! Inc. (since 2011)
Website	merchantcircle.com

MerchantCircle is a digital enterprise headquartered in Walnut Creek, California, dedicated to assisting small and medium-sized businesses in building local networks and attracting customers through complimentary marketing tools and social media functionalities.

History

Established in 2004 by former CEO Ben T. Smith IV and officially launched in 2006, MerchantCircle earned the title "Newcomer of the Year" from AlwaysOn Media in 2007. By 2009, it had become the fifth-largest local directory website across the United States. Early-stage funding surpassed $4 million, provided by Rustic Canyon Partners, Scale Venture Partners, and Steamboat Ventures, followed by an additional $10 million investment in 2007 from IAC, Square 1 Bank, alongside prior investors. Among its initial backers was notable investor Ron Conway.

In 2010, MerchantCircle expanded its service offerings by acquiring the online scheduling platform TimeBridge to improve appointment management and took control of RSS feed provider Bloglines to offer targeted local content and promotions. That same year, the network achieved a membership base of one million merchants and extended its reach internationally to markets including Australia, Canada, and the United Kingdom.

On May 26, 2011, Reply! Inc. agreed to purchase MerchantCircle for $60 million through a combination of cash and stock. The acquisition was finalized later that year, with Reply! founder and CEO Payam Zamani assuming leadership of the merged company, which was rebranded as One Planet. Despite the reorganization, the enterprise continued operating its foundational business directory model.

Service

MerchantCircle functions as an online directory, social networking site, and marketing platform aimed at small to mid-sized businesses that lack internal marketing teams or substantial advertising budgets. It combines elements characteristic of traditional directories such as Yellowpages.com and Yelp with social media features akin to Facebook. Hosting more than five million merchant listings nationwide, the platform allows businesses to upload photos, publish blog posts, create promotional coupons, and distribute newsletters. Customers are able to submit reviews that merchants can respond to directly.

Businesses have the option to utilize either complimentary services or customizable paid plans tailored to foster growth. In 2020, MerchantCircle intended to broaden its pay-per-call network to increase customer engagement by facilitating direct connections between consumers and merchants.

Criticism

In May 2010, MerchantCircle resolved a legal dispute with the Santa Clara County District Attorney’s office by agreeing to pay $900,000 without admitting any fault. The allegation involved the company conducting automated telemarketing calls without employing live operators, which contravened California laws mandating live personnel availability for opt-out requests.

Timeline

• On May 4, 2011, MerchantCircle introduced the first mobile application enabling small businesses to manage their marketing efforts.
• On November 4, 2010, it acquired Bloglines from Ask.com, thereby preventing the service’s discontinuation.
• On September 22, 2010, MerchantCircle purchased online scheduling firm TimeBridge to enhance appointment-setting features for over 1.3 million users.
• On May 24, 2010, it partnered with VeriSign to add the "VeriSign Trust Seal" on member profiles to increase consumer confidence in small businesses.
• On May 12, 2010, MerchantCircle expanded its operations internationally into Australia, Canada, and the UK.
• On January 18, 2010, the platform celebrated reaching one million registered members.

External links

• Official MerchantCircle website