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Ebates Acquires PopSugar’s E-Commerce Marketplace ShopStyle

Ebates Acquires PopSugar’s E-Commerce Marketplace ShopStyle


Rakuten-owned cashback shopping platform Ebates has acquired ShopStyle from PopSugar, a global media and technology company.

Launched in 2007, ShopStyle started out as a search engine for fashion, becoming an e-commerce marketplace just last year. It now lists 14 million products across apparel, accessories, beauty and home furnishings, driving $1 billion in gross sales to 1,400 retailers.

The platform also powers a network of 14,000 bloggers and social media users called ShopStyle Collective, which gather commission for sales driven to retailers.

For Ebates, it marks the eighth acquisition since inception in 1998, and while terms of the deal haven’t been disclosed, in April 2015 TechCrunch reported that Rakuten had planned to make a bid of $580 million on the parent company PopSugar, though it’s unclear how much ShopStyle would have contributed to that figure.

Growth in fashion

According to Ebates’ CEO, Kevin H. Johnson, the acquisition is set to strengthen the company’s position in product discovery, giving it a firm boost into the fast-growing fashion vertical; “ShopStyle is the leading platform for fashion curation and discovery - and fashion is a key area of growth for Ebates.

“Content commerce is critical to the future of e-commerce, and ShopStyle is the natural fit to help us reach the next level of market leadership,” said Johnson.

Brian Sugar, co-founder and CEO of PopSugar Inc, cited Ebates “established and respected history” as a shopping platform as key driver for the decision to sell ShopStyle, which he hopes to now grow by leveraging Ebates’ e-commerce expertise.

“At the same time, this will provide PopSugar the opportunity to further invest in and double down on our position as the leading global media lifestyle company for young women,” Sugar added.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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