ShoppingGives, a startup located in Chicago that provides a service enabling retailers to incorporate charitable donations into their sales and shopping experiences, has secured an unspecified investment from Serena Ventures, the venture capital firm founded by Serena Williams, the company announced. 

ShoppingGives empowers retailers to facilitate a donation to a shopper’s chosen charity from a selection of over 1.5 million nonprofits listed on its platform – all without redirecting the customer from the retailer’s site.

According to the company, retailers can leverage the donation information to foster more genuine and customized interactions with customers, centered around the causes they care about.

“ShoppingGives resonates with my commitment to supporting businesses and innovators who are dedicated to positive change. By providing a streamlined method for retailers and brands to expand their social impact, ShoppingGives is leading the way for all companies to become powerful forces for good in our communities,” Williams stated. 

The company’s technology assists retailers in the management and reporting of donations and is currently highlighted by Shopify as a recommended app for merchants establishing online stores. The service is compatible with various e-commerce content management systems and is also a partner with the PayPal giving fund.

ShoppingGives reports having already distributed funds to over 6,000 nonprofit organizations chosen by customers. Current users of the service include brands such as Kenneth Cole, Natori, White + Warren, Margaux, Solstice Sunglasses, Tomboyx, Fresh Clean Tees, Blind Barber, Huron and Neighborhood Goods.