August 5, 2013, 12:44 PM

Yahoo adds to its acquisition spree by buying online marketing firm Lexity

Lexity’s flagship product lets e-retailers respond quickly to on-site shopper activity.

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Yahoo Inc. announced last week that it will acquire e-commerce marketing technology provider Lexity. The deal marks Yahoo’s 20th acquisition since Marissa Mayer took over as CEO just over a year ago.

Financial terms of the acquisition were not disclosed.

Lexity offers over 50 applications for small e-commerce businesses, including tools that let retailers target ads to consumers on Facebook,  to feed product data to Google Shopping, and live chat.  The company’s most popular app, Lexity Live, analyzes customer behavior on a retailer’s site and allows the retailer to respond quickly, for example by initiating a live chat.

In the coming months, Lexity says it will be renamed with Yahoo branding. Its products will continue to work on e-commerce platforms other than Yahoo’s, including those of Shopify, eBay Inc.’s Magento and Bigcommerce Pty. Ltd. Lexity, formerly known as Vurve, has raised roughly $5.7 million in venture capital funding since its debut in 2009.

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