The evolution of Become.com is a testament to visionary entrepreneurship and the ever-changing landscape of e-commerce. What began in 2004 with a modest $20,000 domain purchase quickly transformed into a platform that would reshape how shoppers compare prices and discover products.
The Birth of Become, Inc.
Founded by Michael Yang and Yeogirl Yun, Become, Inc. set out to revolutionize online shopping by building a next-generation search engine dedicated to retail. With proven track records from ventures like mySimon.com—which sold to CNET for a staggering $700M—and Wisenut.com, which was acquired by LookSmart, the duo had both the experience and the ambition to create a platform that aggregated product information and enhanced price comparison tools. Their innovative approach quickly resonated, and by 2014, Become.com had established a global presence, serving markets in the United States, Europe, and Japan.
Acquisition by Connexity
In December 2014, the strategic vision of Become.com caught the eye of Connexity (formerly Shopzilla). Connexity acquired Become.com to bolster its suite of price-comparison and marketing technology solutions. This move not only enhanced Connexity’s service portfolio but also opened doors into burgeoning markets like Japan. At that time, Connexity’s network was already reaching over 50 million users each month, making the acquisition a natural fit for its global ambitions.
Connexity’s Evolution and the Taboola Takeover
The story of connectivity in the e-commerce space took another dramatic turn in 2021 when Taboola acquired Connexity for $800 million. This high-profile deal solidified Taboola’s standing as one of the largest e-commerce media platforms on the open web, enabling it to serve over 1,600 merchants and 6,000 publishers. Leveraging Connexity’s robust infrastructure, major retailers such as Walmart and Macy’s were able to extend their reach, connecting with over 100 million unique shoppers each month through partnerships with influential publishers like Condé Nast and Vox Media.
The Enduring Legacy of Become.com
From its humble beginnings as a $20,000 domain investment, Become.com has journeyed through phases of innovation, acquisition, and strategic transformation. Its evolution mirrors the dynamic shifts within the e-commerce industry, and its influence continues to be felt in today’s digital shopping experiences. The entrepreneurial spirit of its founders, combined with successive strategic acquisitions, has left a lasting imprint on how online shopping technologies are developed and deployed around the globe.
Sources
[1] Connexity (Formerly Shopzilla) Buys Become.com To Grow Its Price … – TechCrunch
[2] Taboola Acquiring Connexity, Bringing Personalized e-Commerce … – Connexity
[3] Taboola Acquiring Connexity, Bringing Personalized e-Commerce … – Taboola Press Release
[4] Taboola is Acquiring Connexity For $800M, Bringing e-Commerce … – Taboola Updates
[5] Connexity Sold to Taboola – Baird
[6] Taboola Targets Ecommerce And Affiliate With $800M Deal For … – AdExchanger
[7] Taboola Completes Acquisition of Connexity, Creating a … – GlobeNewswire
[8] Connexity Expands Retail Content Network Reach and Improves … – PR Newswire
[9] Taboola Completes Acquisition of Connexity, Creating a Powerful e … – Connexity