Amber Road Inc. (NYSE: AMBR) is a maker of cloud-based software for global trade management. The company held its initial public offering (IPO) Friday, selling 7.4 million shares at a price of $13 apiece. The company had originally set a projected range of $10.50 to $12.50 and planned to sell 6.5 million shares.

The company is selling 4.78 million shares and existing shareholders are selling the rest. Some of the selling stockholders have granted the underwriters a 30-day option on an additional 1.1 million shares at the IPO price.

The interesting thing about this IPO is that the increase in the number of shares sold is coming entirely from insider selling. The company made no change in the number of shares it planned to sell. That does not seem to have cooled interest in the IPO, though, as shares popped more than 30% shortly after opening.

At the offering price, the company is valued at $286.3 million. In 2013 Amber Road’s revenues totaled $52.5 million and the company posted a net loss of $19.2 million. The company expects to use net proceeds from the offering for general corporate purposes, working capital and potential acquisitions.

In its filing, the company said it competes with some real giants, like Oracle Corp. (NASDAQ: ORCL) and SAP A.G. (NYSE: SAP), and with other unnamed vendors of similar products.

Shares were up about 29.6% at $16.85 in the late morning on Friday, after reaching a high of $17.90.

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