Yahoo’s e-commerce and social portfolio just got a massive boost

Yahoo!, Inc. and Polyvore, Inc. announced today that they have reached a definitive agreement for Yahoo to acquire Polyvore, a leading social shopping site. The acquisition will enhance Yahoo’s consumer and advertiser offerings — Polyvore will strengthen Yahoo’s digital magazines and verticals through the incorporation of community and commerce, and together Yahoo and Polyvore will power native shopping ads that drive traffic and sales to retailers. Broadly, Polyvore will accelerate Yahoo’s Mavens growth strategy (mobile, video, native, social) through its strong offerings in social, native, and mobile. On Polyvore, users put together sets of clothing, accessories, and lifestyle goods that express their love for style and shopping in a compelling, digital, social setting. In addition to natural integrations with Yahoo Style and Yahoo Beauty, Polyvore’s strong media experience, where community-powered content is curated and actionable for shoppers, will enhance the full portfolio of Yahoo’s digital magazines and verticals. 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 to Yahoo’s fast-growing native advertising platform, Yahoo Gemini.