Elastic Path has positioned itself as a company to beat in the e-commerce software and services sector after being named the engine behind the Olympic Store on Vancouver2010.com. The Vancouver-based firm, founded in 2000 as a web services company called "Ekkon Technologies," eventually transformed itself into an e-commerce software solution with more than 180 different customers in industries all over the world. Elastic Path was also name-checked on the 2007 Ready to Rocket List last year, and they recently rolled out Elastic Path Commerce 6, which includes ecommerce SEO, filtered navigation, a Java based shopping art and checkout, and APIs to allow for store integration. The company is well known for "Get Elastic," a blog run by Linda Bustos (one of Vancouver's Tech Women to Watch) which covers not only Elastic Path but the e-commerce space and social networking in general. Elastic Path also hosts webinars, including "Love Your Landing Page: Tips to Increase Ecommerce Conversion", which is scheduled for February 14th, and will feature Jason Billingsley, EP's VP of Innovation.