Alibaba acquires an Israeli AR startup to strengthen the “shoppertainment” management

Alibaba is eyeing up the acquisition of Israeli augmented reality startup InfinityAR. The action is  in line with the e-commerce giant’s strategic plan of driving the concept of “shoppertainment” in China, which aims at providing users with a fun, interactive and entertaining experience during their shopping. Alibaba has long been devoting time to innovation relating to users’ shopper friendliness amid fierce online retailing competition. How to make people dwell longer on apps by enjoying more fun has become a hot topic presently circulating in the industry.