Yahoo Acquires Lexity, Will Keep Ecommerce App Platform Running But Rebrand It


Yahoo has just acquired e-commerce app platform Lexity, a startup founded by former employee Amit Kumar. Lexity says all services will remain running, but it will eventually be renamed with Yahoo branding. This isn’t just another talent deal. The startup, formerly called Vurve, had raised $5.7 million to help merchants build apps for customer acquisition, retention, and monetization.

Lexity’s flagship Lexity Live app would analyze a merchant’s store and provide insights about how to improve sales and other metrics. The company writes that “All Lexity products, services and initiatives will transition seamlessly and get even better, faster and stronger.” This support includes integrations with Shopify, Magento, BigCommerce, and other e-commerce tools, as well as developers building on the Lexity platform. There are also no plans to change Lexity’s pricing model.

AllThingsD reported last week that Yahoo was eying the startup. Terms of the deal weren’t immediately disclosed on this deal, the…

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