Neeraj Gulati, managing director of ingenuity at IPG Mediabrands, says, “The new face of e-commerce is not just taking offline products and selling them online, but using data from the online space and customizing products and services for the user to make them relevant to that moment. It will become ‘data-commerce.’”
Gulati views Rakuten’s moves as simply “the next revolution in the e-retail space, where shopping will take a more contextual face.” He predicts that in the near future, data from chat apps such as Viber and Whatsapp will blend seamlessly into services and products for sale. If this holds true, Rakuten’s Viber acquisition positions the company well for the future.
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