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Etsy Buys Photo-Sharing App Mixel

Acquisition will help marketplace focus on its mobile future.

With buyers continuing to favor mobile devices when they shop, Etsy will make mobile a top priority in 2013—and it now has new allies.

Randy Hunt, Etsy’s creative director, announced on Tuesday that the company has acquired Mixel, a photo-sharing app that automatically creates collages for customers using their photos, and its team. Terms of the deal were not disclosed.

Hunt says the Mixel team will focus on “Etsy’s mobile future.”

“It’s going to be awesome,” he tells merchants on the Etsy News Blog.

Hunt reports that mobile shopping on Etsy has grown dramatically. In fact, visits from mobile devices were up 244 percent in 2012 and account for 25 percent of traffic to the site year round.

He adds that during the holidays, mobile shopping was especially popular, with one in every three visits to Etsy coming from a mobile device. Etsy officials expect even more mobile traffic this year, so they’re making mobile development a priority in 2013.

With the new focus on Etsy mobile, the Mixel team will discontinue the app’s social aspect in the coming weeks to make upkeep easier, Mixel reports. However, users will still be able to use their apps to create collages, access their photos and share their collages with others by posting them on social sites.

Hunt says the acquisition is a “natural fit” for both companies.

“Mixel and Etsy are both about empowering creative people through the products and communities we’ve built,” he reports.

About the author

Olga Munoz
Olga Munoz is editor of TheOnlineSeller.com. In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.



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