This startup has raised $8.5 million to revolutionize e-commerce pricing

Amazon and eBay veteran, Guru Hariharan, is ready to revolutionize the way retailers price and sell products. His company, Boomerang Commerce, announced today $8.5 million in its first round of institutional financing from Trinity Ventures and Madrona Venture Group. Boomerang Commerce’s newest concept, a retail application called Dynamic Price Optimizer, is poised to take on top online retailers by leveraging real-time analytics for companies to drive more business. Companies already using the Dynamic Price Optimizer have seen an increase in online revenue of 5 percent, on average, according to the company.