Auctiva Corporation has launched a beta version of an e-commerce platform that will allow merchants to develop full-featured, independent Web stores.

Auctiva Commerce is in limited release as a test environment, allowing users to set up stores and conduct mock transactions to try out the extensive array of features—which, according to Auctiva Chief Executive Jeff Schlicht, "blow away the features offered through eBay Stores. It's like comparing a bicycle to a Ferrari."

Auctiva Commerce includes an online "wizard" tool that sellers can use to design their sites with features that include:

• Customizable merchant dashboard
• Unlimited categories, subcategories, products, pages and links
• Inventory controls
• Daily and monthly sales reports
• Shopping cart
• Shipping calculator
• Customizable tax codes
• Email marketing tools
• Support for a wide variety of electronic and paper payment methods

Auctiva is inviting a select group of users to participate in the beta. These users are being contacted by e-mail.

The platform is expected to be widely available and able to conduct live transactions in January 2009.

Pricing has not been announced; however, it will likely include a monthly storefront fee. Auctiva may also collect a small sales fee for those transactions that were referred by Auctiva's marketing efforts.