Yahoo picks up fashion commerce site Polyvore

Polyvore's site lets users search for clothing items and create themed collections

Yahoo CEO Marissa Mayer, speaking at the Consumer Electronics Show in Las Vegas in January 2014.
Yahoo CEO Marissa Mayer, speaking at the Consumer Electronics Show in Las Vegas in January 2014.

Marissa Mayer knows fashion, and she's bringing more of it to Yahoo with her latest acquisition announced Friday.

Yahoo has reached a deal to acquire Polyvore, an e-commerce site that lets you shop for "what's trending in the style community," Yahoo announced Friday. It hopes the deal will give it a place to sell more ads for retailers.

The site lets users shop for clothing and accessories, but it also has a social networking component that lets users post collections of desired items, like they might on Pinterest. The majority of Polyvore's users are women between the ages of 18 and 34, the company says.

In its announcement, Yahoo cited advertising as a key driver of the deal. Yahoo will integrate Polyvore's ads into Gemini, its native ads platform. Polyvore has more than 350 advertisers who are retailers, Yahoo said.

Native ads aim to grab more attention by taking on the appearance of editorial content or user posts.

It's the latest in a string of acquisitions for the Yahoo CEO. Mayer is known around Silicon Valley to have a penchant for high fashion, ever since Vogue ran an article about her in 2009, and a photo spread a few years later.

Yahoo has been struggling to grow its advertising business, but the company reported sales gains in its most recent quarter due to outside search partnerships.

Polyvore's website and apps will continue to operate under Yahoo, the companies said on Friday. Terms of the deal weren't disclosed.

Polyvore's origins are actually in Yahoo -- three former Yahoo engineers launched the site in 2007. Its team will now join Yahoo at its offices in Sunnyvale and San Francisco in California, and in New York.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in