In a recent article in Forbes, Indiegogo announced that they are jumping into the ecommerce realm.

"Indiegogo announced that it would try to make that process a little easier by launching “InDemand,” a service that will allow campaign owners who reach their fundraising goals to continue using the site to take pre-orders, market their wares and track customer data. The company has been piloting the program for more than two months with selected projects, and with the move, becomes something of a niche e-commerce platform that moves beyond just crowdfunding." (Source)

What's our take on this?

The move in e-commerce is a smart move for Indiegogo. They can connect winning offers with a captive audience. Sounds good, eh? 

A few words of caution... They must be careful not to stray from their core offering, as it could take them down a rabbit hole. In addition, they must be careful to not wear out their email list. Indiegogo already hits their email lists pretty hard, and additional e-commerce offers could lead to buyers fatigue.