GSI teams up with NBA for e-commerce

The NBA has turned to e-commerce services firm GSI Commerce Inc. to give the NBA, the WNBA and the NBA Development League an e-commerce platform for their online stores.

GSI will power the association's online stores. Services will include online merchandising, e-commerce technology, order processing, logistics, customer care and online retail marketing services.

GSI will bring its experience in online sports stores to the partnership. GSI currently operates the online stores for major professional sports leagues in the United States, including the MLB, NFL, NHL and Nascar.

Next fall, as the new season approaches, NBA fans can expect to find a redesigned online store with an expanded assortment of merchandise.

The store will offer customized customer shopping features such as parametric search, advanced product reviews and ratings, and multiple alternative payment options.

In addition, the NBA will use GSI for online marketing efforts such as search, affiliate marketing and marketing with comparison shopping engines.