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Aliso Viejo-based Buy.com acquires DecisionStep

The online retailer is launching a social-shopping platform.

By Kristen SchottPublished: February 03, 2011 02:24 PM

Aliso Viejo-based online retailer Buy.com has acquired DecisionStep for an undisclosed amount and is launching a new social-shopping community with the Maryland-based firm's technology.

The ShopTogether platform allows consumers to digitally share their experiences in real-time, make recommendations and chat about products with friends and family, among other features. The technology is the "next step" in the local firm's goal to create the in-store shopping experience on the Web.

"Integrating social connection on Buy.com makes online shopping more engaging and fun, and we believe it will ultimately drive increased loyalty," said Neel Grover, president and CEO of Buy.com.

Rakuten-owned Buy.com has more than 18 million customers and offers a range of items at competitive prices, including consumer electronics, computer hardware and software, books, music, apparel and jewelry. Founded in 2000, DecisionStep supports online businesses through its hosted platforms aimed at helping consumers make informed, quick decisions. Its technology also helps boost buyer conversion for retailers.

The company will relocate to Buy.com's Orange County campus, and members of its executive and development team will join the local firm.

"ShopTogether is an integral asset on the Buy.com site," said Grover, "and we plan to capitalize on this platform with the acquisition of the company."

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