Emerge Commerce

EMERGE Commerce
Formerly	Transformation Capital
Type	Private
Industry	E-commerce
Founded	2015
Founders	Ghassan Halazon, Fazal Khaishgi, Jonson Sun, Drew Green, Kia Besharat
Headquarters	Toronto, Ontario
Areas served	Canada, United States
Brands	UnderPar, WagJag, Buytopia.ca, Shop.ca
Number of employees	37
Website	emerge-commerce.com

EMERGE Commerce (formerly Transformational Capital) is a Canada-based digital deals and savings network with 2M members founded by Ghassan Halazon which operates four e-commerce sites.[1] The sites operate as a one stop-shop for last minute deals on staycations, events, experiences, and family activities. The company is headquartered in Toronto, Canada.

Brands

UnderPar

In November 2019, EMERGE Commerce Inc. acquired UnderPar for $12 million, which was its biggest acquisition to date. It is based in Toronto with an office in San Diego.[2]

WagJag

WagJag (Wagjag.com) is a deal-of-the-day site which operates in nine Canadian provinces and the largest local deals player in Ontario.[3] Prior to being acquired by Emerge Commerce in November 2017, WagJag was owned by Metroland Media Group, a subsidiary of Torstar Corporation, the parent Company of the Toronto Star.[4]

Buytopia.ca

Buytopia is a deal-of-the-day site founded by Michele Romanow.[5] Buytopia's team previously sold their grocery cashback app to Groupon in 2014.

Shop.ca

Shop.ca was initially a Canadian e-commerce site launched in June 2011. The company had raised CA$72M in venture capital funding; however, was spending more to acquire a customer that the average customer spent.[6] As a result, the company entered legal restructuring in July 2016 due to a lack of funds to continue operating. EMERGE acquired Shop.ca's assets via legal restructuring and re-launched Shop.ca as a Content & Coupons marketing platform [7]

References

Serebrin, Jacob (13 December 2016). "Transformational Capital Sees Opportunity to Turn Around Distressed Ecommerce Brands". Techvibes. Retrieved 24 December 2017.
McClelland, Colin (November 22, 2019). "Online shopping promotion company Emerge buys UnderPar golf promotor | Financial Post". Financial Post. Retrieved November 26, 2019.
Banerjee, Preet (12 October 2010). "The best of the deal-a-day sites". The Globe and Mail. Retrieved 24 December 2017.
Hasham, Alyshah (23 February 2012). "Groupon and other group buying sites such as WagJag and LivingSocial benefit from consumer "herd mentality": study". Toronto Star. Retrieved 24 December 2017.
Toneguzzi, Mario (25 March 2015). "Minhas, Romanow to join CBC's Dragons Den". Calgary Herald. Retrieved 24 December 2017.
Braga, Matthew (5 January 2017). "The inside story of Shop.ca's failed e-commerce revolution". Canadian Business. Retrieved 24 December 2017.
Soltys, Douglas (14 July 2016). "Shop.ca's Assets to be sold to Transformational Capital, Amount not enough to Fully Repay Creditors". BetaKit. Retrieved 24 December 2017.

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[1] Serebrin, Jacob (13 December 2016). "Transformational Capital Sees Opportunity to Turn Around Distressed Ecommerce Brands". Techvibes. Retrieved 24 December 2017.

[2] McClelland, Colin (November 22, 2019). "Online shopping promotion company Emerge buys UnderPar golf promotor | Financial Post". Financial Post. Retrieved November 26, 2019.

[3] Banerjee, Preet (12 October 2010). "The best of the deal-a-day sites". The Globe and Mail. Retrieved 24 December 2017.

[4] Hasham, Alyshah (23 February 2012). "Groupon and other group buying sites such as WagJag and LivingSocial benefit from consumer "herd mentality": study". Toronto Star. Retrieved 24 December 2017.

[5] Toneguzzi, Mario (25 March 2015). "Minhas, Romanow to join CBC's Dragons Den". Calgary Herald. Retrieved 24 December 2017.

[6] Braga, Matthew (5 January 2017). "The inside story of Shop.ca's failed e-commerce revolution". Canadian Business. Retrieved 24 December 2017.

[7] Soltys, Douglas (14 July 2016). "Shop.ca's Assets to be sold to Transformational Capital, Amount not enough to Fully Repay Creditors". BetaKit. Retrieved 24 December 2017.