Seattle - Mercent, a provider of online marketing technology for retail merchants, announced on Wednesday that it has raised $6.5 million in its second round of funding, led by TVC Capital.

Previous investors Madrona Venture Group and The Hillman Company also participated.

Seattle-based Mercent, whose founders previously worked for Amazon.com, offers an on-demand marketing platform that supports over 50 online marketing channels, including Amazon.com, Buy.com, Shopping.com and Shopzilla.

Customers include 1-800-Flowers, REI and Guess.

The company will use the fund to accelerate sales and marketing activities, introduce new marketing services, and expand advertising distribution through the Mercent Shopping Network.

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http://www.mercent.com