Snapdeal Doozton

Fashion is the next big frontier for e-commerce sites: Snapdeal has acquired a Delhi-based fashion & lifestyle product discovery site Doozton for an undisclosed amount, reports TechCrunch.

Snapdeal co-founder Rohit Bansal has told the publication that it will be using Doozton’s technology to feature personalized fashion listings and provide fashion product suggestions on Snapdeal. The terms of the acquisition were however not disclosed.

Interestingly, this move comes at a time when Flipkart & Myntra, possibly the two largest players in fashion e-commerce segment in India, are reportedly prepping up for a merger while Amazon India is expected to launch its apparel category later this month.

Founded in March 2013 by Pushpendra Singh, Doozton is a social shopping platform which aggregates fashion and lifestyle products from online fashion & lifestyle stores and offers product recommendations to users based on their interests. It offers recommendations to users based on gender (male or female) or occasion like party, date, wedding, college, workplace and vacations among others. Users can also browse through fashion recommendations from their friends, Doozton community and the latest fashion trends.

One can choose any product of their preference and head over to the corresponding online store to purchase the product. Doozton currently has tie-ups with online fashion stores like Myntra, Zovi, Jabong, NDTV’s Indianroots, Zansaar, Koovs, Mebelkart, LadyBlush and Chumbak among others.

Last May, Snapdeal had also acquired handicraft marketplace Shopo.in for an undisclosed amount, following which the site was shut down and the products were integrated to Snapdeal. The company had raised $133.7 million from eBay and others in February this year and has raised over $200 million investment until now.