E-commerce company Rakuten has acquired 100% of fit preference specialist Fits.me, a move that will bolster the company’s e-commerce offerings and marketing solutions by personalizing shoppers purchases.

Fits.me offers virtual fitting room technology for several apparel brands, retailers and merchants such as Thomas Pink, QVC and Pretty Green.

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This will help shoppers to find out what clothes fit and suit them before they make purchase decisions, thereby reducing the number of product returns.

As part of the acquisition, Fits.me will operate as a stand-alone business within Rakuten.

The financial terms of the deal have not been disclosed.

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Rakuten founder and CEO Hiroshi Mikitani said: "Fits.me represents both the fun and functionality of shopping online and is a natural complement to our growing portfolio of e-commerce and marketing services.

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"Not only does the virtual fitting room provide customers with a more realistic shopping experience, it also empowers merchants with the valuable data they need to continually improve their service."

Fits.me CEO James B. Gambrell said: "We are excited to join Rakuten, with its leading e-commerce marketplaces and cutting edge marketing services platform Rakuten Marketing, as we build out our ambitious product plans and accelerate our planned growth in Europe, the USA and now Asia."