Yahoo acquires ‘social shopping site’ Polyvore

Yahoo has announced it is acquiring Polyvore, a type of community shopping website primarily focused on clothing and grooming. This gives Yahoo a community with about 20 million members, which is good for advertising sales.

Polyvore profiles itself as a ‘social commerce’ website. Users can join the community and at the same time browse the site for clothing and grooming products, which are offered at various stores. Yahoo pays about $60 million for Polyvore, or about $54.5 million.

The intention is that after the acquisition, Yahoo and Polyvore will work together on designing product advertisements for stores. That should increase revenues for Polyvore, while Yahoo will attract a large number of users with the acquisition. Polyvore currently has a community of approximately 20 million users.

Yahoo has been looking for new ways to generate revenue for some time due to disappointing business results. In recent years, this has been accompanied by the closing of a large number of services, allowing the company to better focus on a number of core areas, including the advertising market.