Groupon snaps up social gifting app Plumfare

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Groupon has acquired mobile discovery and gifting application Plumfare. Financial details were not disclosed. VentureBeat first reported the news, and Groupon and Plumfare confirmed the deal.

Plumfare, launched for Apple's (NASDAQ:AAPL) iOS in late 2012, prompts users to share photos of dishes and beverages from their favorite restaurants, bars or cafés, in turn gifting those items to friends and family via SMS, email or Facebook (NASDAQ:FB). Users pay Plumfare only when the recipient redeems the item.

Groupon has temporarily removed Plumfare from Apple's App Store. "For the next few weeks we're going to have to rebuild a bit with new technology, so we won't be ready for new gifts. Think of it as house cleaning," states a post on the Plumfare site. "In time for the holiday season 2013, we'll let you know about some cool new gift options developed with our new friends… All outstanding gifts will be good to use, and support will be open, just as normal."

Groupon last week posted revenues of $608.7 million in the second quarter, up 7 percent over the year-ago period. The daily deals firm credited the gains to the continued growth of its mobile commerce business: Close to half of the company's North American transactions are now completed on mobile devices, up from 30 percent in June 2012.

To date, more than 50 million people have downloaded Groupon apps worldwide. Downloads increased to more than 7.5 million worldwide during the second quarter, corresponding to nearly 15 million downloads in the first half of 2013 alone.

"We are preparing to be the first large-scale e-commerce company that is predominantly mobile," Groupon CEO Eric Lefkofsky said during the company's second-quarter earnings call. "To us, mobile commerce is everything you can buy, anywhere you are with the touch of a finger--all carrying a virtual shopping mall around in our pocket. It's commerce in a connected world where people infuse technology into their everyday buying patterns. It's all about interacting with your surrounding using geographic data to make purchasing more relevant, more personalized, more immediate, more efficient."  

For more:
- read this VentureBeat article

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