The Fancy Dives Into Mobile Commerce As It Nears 1 Million Users

The Fancy, a Pinterest-like startup that wants you to shop what you save, updated its apps for iPhone and iPad devices Wednesday. The apps, which previously limited activity to browsing and collecting images, now allow users to make one-click purchases as well.

The Fancy has moved into ecommerce rapidly and aggressively. The New York-based startup only enabled ecommerce on its website in February, but is already averaging $50,000 a week in sales among a registered userbase of nearly 1 million.

That average has been aided in part by a high-profile partnership with Oscar de la Renta, which opened up pre-orders for a $2,490 sequined baseball tee exclusively through The Fancy’s website after its runway debut a week-and-a-half ago. Nine pre-orders have been placed to date — a not-insignificant number for a small, privately-owned luxury label like Oscar de la Renta.

 he app updates will enable The Fancy to capitalize on the growing mobile retail market. Spending on mobile devices is expected to hit $10 billion in the U.S. this year, according to a forecast published last year by Forrester. By 2016, Forrester estimates that the mobile retail sales will exceed $30 billion.