Rakuten Marketing has inked a deal to acquire technology firm PopShops for an undisclosed amount.

Other terms of the transaction, such as the expected close of the deal, also were not disclosed. PopShops will be renamed Rakuten PopShops, and all employees are expected to remain with the company at its headquarters in Seattle.

PopShops, founded in 2006, provides online advertisers and publishers with a data analytics engine for product feeds. The idea behind the platform’s concept is to give consumers who are shopping online the most updated product information available, such as coupons and deal information. The presumption is that outdated information will result in lost sales.


More than 4,000 advertisers and more than 25,000 publishers use the PopShops platform, Rakuten said. The platform includes tools such as comparison shopping sites, coupon portals, blogs and loyalty programs. These tools complement Rakuten’s digital marketing technologies and services, such as affiliate marketing, lead generation, retargeting and search marketing.

Yaz Iida, chief executive officer of Rakuten Marketing, said, “Through this acquisition, we’ll continue to outpace the competition and strengthen our assets across all of the vital areas of digital marketing that will benefit from PopShops’ powerful analytics engine.”

Rakuten Marketing is part of the operations of Japanese Internet service firm Rakuten Inc. Rakuten has been expanding its e-commerce presence outside of Japan, and in 2010 acquired Aliso Viejo, Calif.-based Buy.com for $250 million through Rakuten USA. It also has a stake in Pinterest, having led a consortium that invested $100 million in the start-up.