Yahoo is to acquire social shopping site Polyvore as it becomes the latest web giant to make a land grab within the retail sector.
Around 350 fashion retailers sell through the site, which allows shoppers to buy products from themed collections put together by users.
The site’s social element allows its users to create and share the kind of collections that are more commonly seen in fashion magazines.
In a statement, Yahoo said: “When it comes to advertising, Polyvore’s technology will bring a proven native ad model, new compelling native ad formats, and strong advertising relationships with more than 350 retailers.”
Yahoo’s acquisition, for an undisclosed fee, follows on from Facebook and Google both seeking to carve out a greater share of revenues from the retail sector.
Retailers’ social networks
Facebook is allowing brands to launch shoppable pages on their Facebook profiles, despite having failed with similar initiatives in the past.
Meanwhile, Google is allowing brands to add buy buttons to YouTube videos and search results.
Users will be able to share their favourite styles and inspirations with other consumers, designers, brands and style leaders.
Every brand that is sold on the etailer’s platform will have a portal, through which consumers can shop and engage with the brand.