Rakuten Acquires Leading Autofill Platform Fillr

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Melbourne-Based Company Joins Rakuten’s Portfolio of E-Commerce Solutions for Increasing Customer and Transaction Value

Rakuten Inc. has completed the acquisition of Fillr, the world’s most intelligent autofill service. Based in Melbourne, Australia, Fillr powers tens of millions of transactions monthly for the world’s top e-commerce, fintech and ‘buy now, pay later apps, including for Rakuten’s shopping rewards and Cash Back destination in the United States and Canada. Terms of the acquisition, led by Rakuten Americas on behalf of Rakuten Inc., were not disclosed.

The Fillr autofill platform grows shopper conversion rates by simplifying registration and checkout processes. When shoppers were offered autofill functionality with Fillr integrations instead of manual typing, they were up to 120 percent more likely to convert and average revenue per user increased by nearly 20 percent.

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Fillr’s platform also makes it simple to enroll in buy now, pay later payment services by auto-populating virtual credit cards issued by buy now, pay later providers at checkout.

“Accelerating checkout with autofill presents tremendous opportunities for digital retailers and financial services to grow their conversion rates and overall revenue,” said Amit Patel, CEO, Rakuten Americas. “Requiring shoppers to fill out a form at the end of a transaction is a distraction that can get in the way of completing a sale. Collaborating with Fillr will allow us to offer solutions to our merchant partners that eliminate unnecessary steps for consumers throughout the full transaction funnel.”

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The acquisition solidifies the continuing relationship between Rakuten and Fillr. The companies are longstanding partners with strong product synergies and mutual goals of accelerating transactions, boosting conversions and growing customer lifetime value. Fillr autofill was integrated into the Rakuten iOS mobile app in 2018 and its Android mobile app earlier this year.

“Rakuten and Fillr share a common ambition to empower e-commerce partners with products and processes that help them realize the full value of their customers,” said Chris Koch, CEO, Fillr. “We’re thrilled to join with Rakuten to share our technology and expertise with our partners around the world.”

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