Fillr, an Australia-based autofill technology provider backed by telecommunications and internet conglomerate SoftBank, has been acquired by e-commerce company Rakuten for an undisclosed amount through its Rakuten Americas subsidiary.
Founded in 2015, Fillr has created an autofill software tool that simplifies the online shopping process by automatically inserting customer details into the apprpriate sections on online checkout screens.
The company raised $3.9m in a 2016 series A round that included SoftBank subsidiary SoftBank China and Reinventure, the venture capital firm sponsored by financial services firm Westpac, in addition to VC firms Southern Cross Venture Partners and Constant Innovation.
Rakuten Americas CEO Amit Patel said: “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.”