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News 26 Jul 2021 - 2 min read

Taboola makes $800m e-commerce play in bid to take on Amazon

By Sam Buckingham-Jones - Senior Writer

"Amazon has millions of merchants, but merchants mainly have Amazon. That changes today," Taboola CEO and founder Adam Singolda says.

Taboola has acquired e-commerce media platform Connexity for $800 million, in a deal it hopes will create a viable alternative to walled gardens. Working to connect merchants with publishers, Taboola is creating a distributed, contextually powered e-commerce marketplace that doesn't need third-party cookies.

What you need to know:

  • Recommendation engine Taboola has acquired e-commerce tech platform Connexity for US$800 million.
  • Connexity works with publishers like News Corp Australia and merchants like eBay to use contextual signals to place products alongside editorial content.
  • Taboola is attempting to become an “alternative to walled gardens” via reach of its13,000 direct advertisers, 9,000 digital property partners. It claims 500 million daily active users.
  • "Amazon has millions of merchants, but merchants mainly have Amazon. That changes today." – CEO Adam Singolda.

Recommendation platform Taboola has acquired e-commerce company Connexity for US$800 million.

Connexity connects merchants and publishers to push e-commerce sales via sites including those owned by News Corp Australia, Condé Nast, DotDash, Hearst, and Vox Media.  Merchants using the platform include Walmart, Wayfair, Skechers, Macy’s and eBay.

Taboola said the deal means it can offer more recommendation products to global audiences on the open web, without using third-party cookies.  

“The rise of social commerce proves the value of commerce alongside content, and with Connexity, Taboola is primed to bring this value to the open web,” per Taboola founder and CEO Adam Singolda.

“E-commerce is the future of the open web, consumers will be buying outside of Amazon, on publishers’ sites next to trusted editorial content a lot more than they are today. Amazon has millions of merchants, but merchants mainly have Amazon. That changes today.

“Combining Taboola and Connexity’s technologies is one step forward in creating an alternative to walled gardens.”

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