Contact: Scott Denne
In an unusual divestiture among close competitors, LivingSocial sells its Korean Ticket Monster business to Groupon for $260m. Looking past the surprising development that LivingSocial will shortly own about $160m in stock (the rest is cash) of a rival, the transaction shows the companies’ paths diverging as the daily deals market cools down.
Sales at both businesses soared in the early days of flash sales and have since stalled as the novelty of the concept faded. To bounce back, LivingSocial, whose revenue was down this quarter for the first time (its financial performance is made public in Amazon’s filings, as the company has a 31% stake in LivingSocial), is expanding its role as a marketing partner for merchants, while Groupon is taking a different tack by moving into physical goods.
Ticket Monster fits well with the new Groupon – more than half of the Korean company’s business is physical goods. Last quarter, physical goods sales at Groupon set a record, accounting for more than one-third of the company’s $595m in revenue. While the new strategy has enabled Groupon to grow revenue as its daily deals business shrinks, its profits have taken a hit – margins on its physical goods are 10% compared with 86% from its merchant business. That’s OK for Groupon, which has $1.1bn in cash on hand, but it’s a less appealing strategy for LivingSocial, which is still private, unprofitable and raised another $110m from investors earlier this year. Following this transaction, physical goods will be less than 10% of LivingSocial’s business.
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