Rakuten Invests in “Citizen Commerce”

The Japanese Internet company Rakuten continues to show interest in companies aiming to personalize the e-commerce experience, this time by investing in Daily Grommet.

The online marketplace Daily Grommet differentiates itself from sites such as Amazon by allowing users to discover products that support their values. For example, buyers can search based on products that are “made in the USA” or “handcrafted” or “organic.”

Each day, Daily Grommet showcases a new product alongside related editorial content that may include a video review, word-of-mouth campaign, or chat session with the designer.

Personalizing E-commerce

This brand of so-called “citizen commerce” fits with Rakuten’s bigger push to personalize e-commerce. For more about Rakuten, check out our recent series on Rakuten’s Buy.com.

Here’s what Daily Grommet has to say about the partnership:

“Working with Rakuten, with its longstanding empowerment mission, will allow both of our businesses to share knowledge and collaborate on product discovery, disrupting and improving the tired old ways of launching products,” Jules Pieri, co-founder and CEO of Daily Grommet, said.

You can read more about Rakuten’s latest investment at internetretailer.com.


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