San Mateo, Calif. –  Sociable Labs, a San Mateo-based developer of on-site social commerce software, said on Wednesday it has raised $7 million in its second round of funding, led by Battery Ventures. Previous backer Javelin Venture Partners also participated.

The company, which was seed funded by Facebook through its fbFund, has developed tools that allow consumers to make online shopping decisions based on the guidance of their social networking friends.

“Business-to-consumer social campaigns aren’t the solution for retailers to increase sales from social,” said Nisan Gabbay, the founder and chief executive officer of Sociable Labs. “Instead, retailers must create ways for consumers to effectively do the selling for them on their sites – where the vast majority of consumers go when they are ready to shop.”

Clients include Rue La La,, HauteLook, Chegg and

This article was also published in Bay Area Tech Wire.

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