Yahoo's adds marketing firm Lexity to growing portfolio

One-stop e-commerce shop Lexity is now a part of Yahoo.

The web giant has just made yet another acquisition, snagging the marketing firm for an undisclosed sum.

"Four years ago (to the day!) we founded Lexity with the goal of helping small businesses succeed," CEO Amit Kumar wrote in a blog post. "Since then, we've built an amazing set of simple, affordable and effective apps. ... Today, we serve tens of thousands of customers across 114 countries. And we've been humbled by the overwhelming positive response."

Gathering all of its products and services, Lexity is joining forces with Yahoo, with the intent of "doing whatever it takes to help make small businesses even more successful," Kumar said.

Yahoo will continue to support Lexity's current platform — its flagship Lexity Live app — as well as existing customers, third-party apps, and developers, a spokeswoman said.

Over the next few months, the e-commerce site will begin to fully integrate with the Yahoo Small Business offering.

Lexity customers can also expect more features, services, and functionality, thanks to Yahoo's added resources. Meanwhile, Kumar has promised continued support for merchants on its e-commerce platform, and enhancements to the Commerce Central system.

This move is the latest in a long line of Yahoo acquisitions, which began in March with the purchase of personalised recommendation company Jybe and mobile news summary app Summly. The company also picked up to-do list app Astrid, as well as iOS photo editor GhostBird and enterprise conference calling service Rondee.

Early this month, Yahoo made another acquisition, this time of iOS movie-making app Qwiki.

Those are all small potatoes, though, compared to the $1.1 billion (£724 million) purchase of popular blogging platform Tumblr, which was made official in June. The two services will continue to operate as separate businesses.