Shop For Rescues just may be the first cruelty free online pet supplies retailer using a socially responsible business model known as compassionate commerce. The mission for Shop For Rescues is to use the sale of its pet supplies to create a consistent non-traditional funding mechanism for 501(c)3's involved with the rescue and transference of dogs, cats and horses from abusive homes, over crowded municipal shelters and kill environments. Impressively, SFR can use up to 27.5% of its gross revenues from its e-commerce solution as this means of support with only the sale of its pet products and without the sale of customer data. According to the founder of Shop For Rescues, Eric Turk, compassionate commerce is about social accountability; it is a paradigm shift in the purpose of revenue supported by the exchange of goods and services.