XOOM.com Buys E-Commerce Firm

XOOM.com Inc. Tuesday acquired LiquidMarket Inc., an e-commerce technology firm that provides comparison shopping guides and purchasing services, for approximately $45 million in stock.

XOOM.com will use LiquidMarket’s technology to collect e-commerce data to more accurately target potential customers.

The company plans to feature the comparison shopping guide this fall to XOOM.com members as well as to visitors of portal Snap.com, via a licensing agreement. The service will also be integrated into the recently created site NBCi, a joint venture between XOOM.com, NBC and CNET.

“LiquidMarket provides an end-to-end e-commerce solution for consumers who not only want to find the best deals on the Web, but who also want to centralize their online shopping needs by being able to choose products from many vendors while making their purchases from one location,” said Chris Kitze, chairman of XOOM.com.

“This acquisition will allow us to attract more online buyers that will benefit from all the great free services XOOM.com offers to its members.”

The acquisition of LiquidMarket furthers XOOM.com’s acquisition strategy to bolster its services. In addition to the formation of NBCi, XOOM.com spent $34 million in June for a community content company, Paralogic Software Corp. Also, earlier this year it acquired statistics firm Pagecount Inc. to improve its community content.

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