Global ecommerce services provider ChannelAdvisor (NYSE: ECOM) is expanding its product suite through an acquisition.

The Morrisville-based company says it is buying E-Tale Holdings, a U.K.-based firm offering “Where to Buy” technology.

The deal was announced Thursday after the markets closed.

ChannelAdvisor also reported revenues of $21.6 million for its latest quarter, up from $16.6 million a year ago. However, losses also increased to $76.5 million from $3.8 million.

Shares rallied substantially since revenue was higher and losses were lower than projected by analysts.

It’s the latest in a series of moves made this year to drive ChannelAdvisor’s growth since going public in 2013 even though the year has been a difficult one on Wall Street for its stock. Wingo unveiled aggressive growth and hiring plans in May; ChannelAdvisor has been expanding its marketing and sales efforts in China; and in August the company committed to a new, larger headquarters. 

“When you consider branded manufacturers, their contact with end consumers has historically been through resellers,” said Scot Wingo, ChannelAdvisor’s co-founder and CEO, in a statement.

“E-commerce has ushered in a new generation of shoppers and, with them, new shopping habits that send consumers directly to brands in search of their favorite products. We’re thrilled to welcome the E-Tale team and solution to the ChannelAdvisor family. This acquisition can help brands maximize sales opportunities for their products no matter where they are in the online journey.”

ChannelAdvisor is gearing up for annually what is its best business portion of the year: Black Friday followed by the holidays and year-end deals. 

According to ChannelAdvisor, the company now “offers the industry’s first holistic e-commerce initiative that enables branded manufacturers to boost product sales and complement activities across online channels.”

E-Tale launched in 2009, and its service is used in more than 30 countries.

“Working with ChannelAdvisor not only gives us a global infrastructure, but it also gives us the resources to focus on innovation, customer service and client delivery,” said Bradley Keenan, CEO of E-Tale. “We look forward to joining the ChannelAdvisor team and developing an end-to-end solution for brands in the evolving digital landscape.”

ChannelAdvisor now offers merchants:

  • Where to Buy: A solution that drives qualified buyers on brand websites to certified retail partners and provides detailed information about how consumers are discovering and purchasing products. Where to Buy is even valuable for brands that offer on-site transactions. Brands can augment their transactional sites and manage channel conflict with retail partners by offering consumers multiple purchase options.
  • Marketplaces: Many brands are expanding their direct-to-consumer strategies by experimenting on marketplaces like Amazon and eBay. For example, more brands that sell wholesale (or first-party) through Amazon are complementing that strategy by also selling on Amazon’s third-party marketplace. This hybrid approach can be powered by ChannelAdvisor and gives the brand the opportunity to promote its entire product selection to Amazon’s millions of loyal customers.
  • Digital Marketing: Once brands start selling direct to consumers, ChannelAdvisor Digital Marketing enables them to use Google AdWords, Product Listing Ads and more than 100 comparison shopping engines to allow the brand’s direct-to-consumer strategies to have optimal global reach.

Financial terms were not disclosed.