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Groupon’s ongoing effort to remake itself as an e-commerce retailer is a smart move, but the company has a way to go to prove its strategy, analysts said.

Shares in the Chicago-based online deals company sank in after-hours trading Tuesday after Groupon reported that losses multiplied in the first quarter compared with a year earlier and forecast second-quarter earnings that trailed analysts’ expectations.

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Eric Lefkofsky, CEO of Groupon
Brian Cassella/baiduhai/Dec. 11, 2013

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