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03/22/2021

Verizon to launch highly customized Yahoo Shops online marketplace

Dan Berthiaume
Senior Editor, Technology
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yahoo shops app

Verizon Media is preparing to roll out a digital marketplace with native commerce capabilities and a curated customer experience.

The media platform of Verizon will expand its e-commerce business with Yahoo Shops. The online marketplace will be designed to provide consumers discovery, engagement and shopping capabilities, all within a personalized digital storefront experience. 

Following an onboarding about their unique tastes and preferences, Yahoo Shops users will see their own digital mall, only featuring brands that fall into their areas of and interest. Users will be able to directly purchase products featured in formats including shoppable video, reviews, and editorial roundups. Other leading-edge technologies will include beauty augmented reality (AR) tools, a 3D product catalog, and a virtual 3D dressing room. 

Additionally, Verizon Media is premiering an expansion of its youth-oriented, cross-channel “In The Know” shopping network, with ITK Parenting and ITK Cooking. ITK Parenting and ITK Cooking will bring viewers short form content from influencers like Hannah Bronfman and Rocky Barnes, celebrity chefs, and more. 

Yahoo Shops pledges to launch with at least 15% participation from Black-owned retail businesses, and plans to take similar steps to increase inclusion of other underrepresented groups in retail. 

“Since the beginning of our commerce expansion we’ve focused on delivering a smart and personalized shopping experience for our users, while shortening the path to purchase for our brand partners,” said Andrea Wasserman, head of global commerce, Verizon Media. “Yahoo Shops is that manifestation and it brings the best brick-and-mortar concepts online while helping shoppers connect with new brands and support diverse merchants.”