Snapdeal has today announced the acquisition of intelligent gifting recommendation platform, Wishpicker.com. Financial details of the deal were not revealed.

Wishpicker.com was founded in 2013 by Apurv Bansal and Prateek Rathore, IIT Delhi graduates. It offers smart gifting options based on different parameters like relationship with the recipient, age, personality, and various other factors.

The algorithms are completely data driven, and have been built by Wishpicker’s team. It uses machine learning, ensuring that the recommendations gets better with every passing day.

Apurv Bansal and Prateek Rathore, Co-founders of Wishpicker.com said,

In a short span of time, Wishpicker.com has made it easy for people to choose right gifts for all occasions. With Snapdeal’s scale and commitment to making ecommerce easy for all, our technology will be infinitely useful in helping millions of users make smart shopping decisions.

India’s e-commerce players have been fighting tooth and nail to maintain dominance in their respective segments. Both Flipkart and Snapdeal are flush with cash, having raised in excess of $500 Million recently.

Announcing the acquisition, Rohit Bansal, Co-Founder of Snapdeal.com said,

We are investing in strengthening our technology platform and Wishpicker.com is an excellent platform with top-tier entrepreneurial, engineering talent and fits in perfectly with our vision. This is an important acquisition for us in terms of adding new technology capabilities and helping sellers connect with buyers in newer ways.

While Flipkart recently chose to invest $1 Million in Ather, an electric-scooter manufacturing company, Snapdeal has made itself confined to the online platform as of now.

This is the fifth acquisition for Snapdeal. Recently, it acquired Doozton.com, a social product discovery platform. With Wishpicker onbard, Snapdeal aims to further enhance and personalize the user experience of the buyers and drive conversations through intelligent recommendations.

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