Multiply was one of the first modern social networks, responsible for innovations such as the news feed, granular relationship-based privacy controls and the integration of media sharing and communication tools. In recent years, entrepreneurs in Southeast Asia, where Multiply experienced explosive growth early on, started to use their Multiply sites as makeshift storefronts. This began a transition from social networking to social shopping that was finalized after Multiply was acquired by Naspers in September 2010. Multiply is now the largest Marketplace in Southeast Asia, with offices in New York City, Boca Raton, Manila and Jakarta.

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