Carrefour Brazil has purchased E-Media, which operates the Cyber Cook, Mais Equilíbrio and Vila Mulher sites, for an undisclosed sum. Following the acquisition Carrefour will integrate the sites into its wider ecommerce offer “to increase traffic and improve customers’ shopping experience”.
An important step in Carrefour’s strategy
Carrefour has said the transaction is aimed at driving its digital transformation and underpinning its ‘Act for Food’ initiative in Brazil. The integration will allow shoppers to purchase Carrefour products online directly from CyberCook’s recipes. Shoppers will also be able to locate appropriate recipes, for the ingredients they have bought, using a search engine.
Noël Prioux, Carrefour Brazil’s president, said: “This operation represents another important step in our strategy, which includes investing in innovation to provide all-round services that will further facilitate the lives of our customers”.
E-Media CEO to remain with the company
The acquisition will also see E-Media’s CEO, Alexandre Canatella, stay with the business to support its integration and develop the offer in future. Prioux added, “The acquisition of E-Media broadens the relevance and integration of our online and physical offerings, especially for the sale of food”.