While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
The two e-commerce service providers focus on the wine industry.
WineDirect, which provides fulfillment and online sales services to wineries, has acquired Vin65. Vin65 provides e-commerce and digital marketing services to the same market.
The companies have worked together since 2010 when Vin65 began providing web hosting services to WineDirect’s customers. WineDirect says the acquisition will help it round out its offerings and provide clients greater access to services through a single account management team.
WineDirect says the Vin65 platform will provide online sales and marketing services to wineries that wish to sell directly to consumers online, including wine club memberships. The companies did not disclose the terms of the sale, but Vin65 founder Andrew Kamphuis will now oversee all e-commerce operations for WineDirect.
"Vin65 has done an incredible job building a robust and forward-thinking e-commerce platform,” says Joe Waechter, president and CEO of WineDirect. “With the passion and dedication of our two teams, combined with the technology foundation already in place, I think we have a real opportunity to drive innovation and change in the wine industry."
WineDirect says it manages fulfillment, e-commerce and telesales services for hundreds of wineries, including for WineTasting.com, the online wine-gifting business of 1-800-Flowers.com Inc., No. 51 in the Internet Retailer Top 500 Guide.