CARY – Myxx has been acquired by SmartCommerce, an Atlanta-based provider of analytic solutions serving the consumer packaged goods sector.

In a LinkedIn post, SmartCommerce announced the deal: “SmartCommerce is excited to announce the acquisition of Myxx Inc. in a move to help CPG Brands own product discovery and accelerate purchase velocity by interacting directly with omnichannel consumers everywhere.”

The Cary-based Myxx, which built a recipe-centric ecommerce platform enabling CPG brands to build trust and authority, raised $400,000 in seed capital in 2016 in a round led by Cary-based Cofounders Capital.

Myxx would go on to raise additional capital under a convertible note, backed again by Cofounders Capital, in 2017, a transaction that was profiled in a special report on WRAL TechWire.

The company would go on to partner with Walmart and Kroger, among other retailers, and to work with CPG brands.

Grocery shopping platform Myxx adds Walmart, others to now-nationwide network

Behind the deal

As a part of the deal to buy the company, Myxx CEO Dede Houston will join SmartCommerce.

“Myxx has always been obsessed with applying data-based insights at the intersection of consumer behavior and marketing technology,” said Houston in a statement. “SmartCommerce’s vast data capabilities married with our audience analytics engine will provide deep insights to help brands drive choice and loyalty.”

According to the statement, SmartCommerce has already begun to integrate Myxx technologies and analytics and will add enhanced services to its clients this quarter.

Co-founder and former CEO Monica Wood stepped down as the company’s CEO in January, according to a LinkedIn profile, though remained chairman of the company’s board of directors.

“Excited to share the news that Myxx Inc. was acquired,” wrote Wood in a LinkedIn post this week.  “It was an amazing journey with a lot of support from friends, family, and community (investors, former founders, colleagues) along the way. I am forever grateful for the support of everyone, the chance to have founded Myxx, and I am thrilled the company has found an organization to continue the mission. SmartCommerce is very lucky to have a tremendous team and technology moving forward.”

Other terms of the deal were not disclosed.