Apple (AAPL) May Buy The Fancy

24/7 Wall St.

Apple is in talks to  acquire The Fancy, a fast-growing social commerce site backed by cofounders of Twitter and Facebook, Business  Insiderhas learned.

The objective: to secure a role for Apple in the growing e-commerce market,  putting the 400 million-plus users with credit cards on file with Apple’s iTunes Store to work  shopping—with Apple getting a cut of the action.

While The Fancy is far smaller than archrival Pinterest, which similarly lets  users make lists of things they find interesting, the 20-person New York  startup, led by cofounder and CEO Joe Einhorn, is much farther along in linking  its users to transactions. The Fancy takes a 10 percent cut of purchases.

Douglas A. McIntyre

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