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Yahoo has acquired e-commerce app Lexity for an undisclosed amount, the startup announced on its blog today.

The move is part of Yahoo’s strategy to gobble up smaller companies (and one big one) that have either talent or technology that Yahoo can use to rebuild itself after years of stagnation.

Lexity itself is a Platform as a Service (PaaS) startup that provides e-commerce services to small- and medium-sized businesses. Its cloud-based Commerce Central platform is supported by Magento, Etsy, Ebay, Yahoo!, BigCommerce, and Shopify.


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Lexity said it will continue to support and devote more resources to all of its current products, including its flagship app Lexity Live. However, those products will get rebranded under Yahoo at some point.

Founded in 2009, the Mountain View-based startup, which was previously named Vurve, raised a total of $5.7 million in funding to date prior to Yahoo’s acquisition.

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