In an effort to provide a more personalized ecommerce experience, Groupon has acquired Adku, the ecommerce big data startup, the company recently announced.
Though officially undisclosed, the price has been rumored to be around $10 million, Techcrunch reported.
Founded by three former Google engineers, Adku optimizes personalized shopping experiences on shopping sites like Amazon, eBay and Zappos through a variety of data on each shopper. The startup first launched at the AngelPad Demo event in 2010, and has since been in stealth mode. Groupon did not disclose how it would use the technology, but would likely use it to provide more personalized suggestions for its deals.
“We started talking to Groupon to bring our technology to more customers and quickly realized that we wanted to be a deeper part of a company that people love and is empowering merchants and customers in a way that’s never been done before,” wrote wrote Adku chief executive Ajit Varma in the company’s blog. “We’re looking forward to joining forces with Groupon to have an impact on millions of users and to share in Groupon’s vision of reshaping local commerce.”
Based in San Francisco, the startup employs six people. It has previously received funding from AngelPad, Battery Ventures, Greylock Partners, and True Ventures.