Zmags raises $6m to fuel innovation in tablet-based commerce

By Chris Reidy, Globe Staff

Zmags, a Boston-based provider of commerce-enabled digital catalogs and publications, announced Thursday that it has completed a $6 million investment led by North Atlantic Capital.

Zmags’ previous investors – OpenView Venture Partners and NorthCap Partners – also participated in the round.

Proceeds from the round will be used to accelerate growth and fuel product innovation to meet the needs of large retail and consumer brands looking to engage with shoppers across mobile, social, and online channels, said Zmags, which added that this latest round brings its total to $18 million to date.

Among the brands that Zmags helps to create digital shopping experiences for are Musician’s Friend, Harper’s BAZAAR, Kenneth Cole, Express, the Container Store, Serena & Lily, and PartyLite, the Zmags press release noted.

By the end of this year, the number of US tablet users will reach nearly 70 million, up from 34 million in 2011, Zmagas said. Tablet users consume more media than the average smartphone or PC user and they avidly shop and buy products on their devices, according to data from eMarketer.

Zmags said it seeks to bring commerce-enabled catalogs and publications to tablets to effectively engage and appeal to the preferences of the mobile shopper.

“The massive adoption of tablets has amplified demand for our offering, as consumers increasingly engage with their favorite retailers and brands on this personal device,” Zmags president Scott Bleczinski said in a statement.