Boston-based FairMarket yesterday launched its new Australian subsidiary with offices in North Sydney and a new hosting centre at the Optus facility in Rosebery.
The new Australian managing director, Belinda York, said the company focuses on enablement and hosting for other auction sites, rather than selling goods and services.
"We started life as a destination auction site ourselves, but quickly realised the technology we had built was more significant than the site itself," York said. "We elected to help others to build auction sites instead."
FairMarket aims to provide the technology, infrastructure and services for companies to have privately branded auction and e-commerce sites. The company unofficially entered the Australian marketplace in October last year, with the launch of News Interactive's goFish.com, which now features products from more than 120 established merchants.
"The first site, goFish, went live late last year," York said. "We've made a significant investment with the data centre here. The first stage is to engage the portals in Australia -- that underpins the whole model. Then we've got a viable story to bring the retailers online, because we've got that wide reach."