Though the shares will be sold from the companies, and Loyal3 will act as thetransfer agent, theshare purchases (and links offering others the opportunity for similar transactions) will be announced on Facebook, which is likely to become a major form of publicity for the service.
Xoom represents a fraction of that market, between 2% and 4%, but investors, as well as Xoom's venture-capital backers, are betting customers used to waiting in lines to transfer cash will make the transition online, and that Xoom's market share can grow.