SAN FERNANDO, Calif. – On its first anniversary, e-commerce platform Build the Store has added features to help clients expand their reach by improving search engine optimization and enticing mobile users.

Launched in September 2012, Build the Store was created by adult novelty wholesaler Honey’s Place. The platform is backed by the wholesaler’s catalog of more than 15,000 products and the company’s more than 15 years of experience in the novelty, beauty products and lingerie business. According to President and Chief Executive Officer Bonnie Feingold, Build the Store is the first 100-percent customizable platform specializing in adult novelty items.

Part of Feingold’s vision for the product was to create a tool that would help small adult retail operations create a strong web presence. Augmenting infrastructure and back-end systems is an ongoing priority, she said.

“Our primary focus this past year was to improve our e-commerce technology,” Feingold revealed. “With these recent upgrades [to SEO capabilities and Google Analytics integration], we are excited to offer innovative solutions that have been developed for our customers. By adding these features, Build the Store customers can improve service, attract more customers and drive more repeat purchases.”

Erik Van Riper, chief architect for Build the Store, indicated the updates resulted from careful study of both market trends and server statistics. He’s especially proud of new functionality that allows clients to enable “lite sites” optimized for smartphones and tablets.

“Since more than 30 percent of all traffic to Build the Store sites comes from mobile devices, we realized there was a need for our sites to adapt to those users,” he said. “The mobile site uses best practices for search engines and makes it easier for customers to check out through the shopping cart on their smaller device.”

The company is demonstrating the new features and functionality during the International Lingerie Show, which began Monday in Las Vegas. ILS runs through Wednesday at the Rio Hotel & Casino.

To celebrate the unveiling of Build the Store’s new features, until Oct. 14 the company will waive the usual $100 set-up fee for new customers.

For more information, visit BuildTheStore.com or email the sales team.