Back in January we covered Blippy, the Twitter-like site that lets users automatically publish their shopping transactions in real time for all the world to see. Now targeting the same space is Swipely, a Rhode Island-based venture that''s planning to do much the same thing.

Currently in invitation-only beta, Swipely aims to �a4���Aturn purchases into conversations,�a4���� in the site''s own words. Toward that end, it has developed a secure platform for consumers to share their purchase experiences online. Users begin by signing up and importing purchases from their credit or debit card accounts' email can also be used for purchases made online. Users remain in complete control of the purchases they share. For those they do, they can rate the experience and add comments or photos. Many purchases are automatically geolocated to specific store locations, and Swipely supports product details as well by integrating catalogs and menus from more than 250,000 retail and restaurant locations. The result, it says, is that users can start conversations around �a4���Aspecific outfits, meals, songs, movies, gadgets and millions of other products.�a4���� Upon seeing a compelling new purchase, other users can click to see the venue on the map and add the item to their own wish list' for music, movies and apps, meanwhile, they can just press play on select purchases to hear a song preview, see a video trailer or browse app screen shots. Swipely places a strong emphasis on protecting consumer privacy, it says, and has passed reviews and audits from leading third-party security and privacy organizations.

After a recent security glitch at Blippy, it''s not entirely clear how concerned users will be about protecting their purchase information. Still, there''s no doubt the potential of social shopping is compelling, particularly when combined with a twist of nowism. Another one to watch!

Website: www.swipely.com Contact: business@swipely.com

Spotted by: LA Times via Jim Stewart