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Yahoo Dives Back In to E-Commerce with Revamped Yahoo Stores Platform

指導者 / 總編輯 張蕙娟   分享者 / 吳其錚、董侑霖
圖一_Yahoo商城入口網站
圖一_Yahoo商城入口網站

Yahoo改造商城平台重返電子商務市場

隨著電子商務市場的擴張,Yahoo將重新推出「Yahoo商城」,以獲得更大的商機。電子商務市場將占比已經高達美國零售銷售額的11%,預計到2018年總額將達到4140億美元。

Yahoo商城最早推出於1998年,新版的平台透過創造、行銷、分析、客製化模板、區域名稱網絡等工具,使得商家能在平台上實物交易,而每月每人的交易額更是高達9美元,目前已超過150萬的小型企業利用此平台銷售商品。

根據華爾街日報,YahooSmall Business負責人Amit Kumar表示:「我們特別留意了小型企業在建立網路商店上會遇到的問題並做了改善。」

但是,Yahoo在這個市場日益飽和且激烈競爭的領域中是個後進者,Amazon、eBay、Shopify和Etsy等甚至都已提供小型企業許多客製化的線上商店服務。

「一個好的網站必須要有能見度才能吸引顧客。」Kumar在Tumblr上發表:「Yahoo商城提供自動搜索引擎優化(SEO),因此從一開始,你所建立的網路商店都會得到與Yahoo.com相同的技術服務,包括在你的網站網址中使用關鍵字、更簡潔的網站內容描述等等。Yahoo商城也提供強大的產品目錄架構和工具給使用者,以組織及推廣自己的產品。安裝簡單,又具有強大的功能,都是Yahoo透過多年來與大型零售商合作經驗所孕育出的結果。」

Yahoo同時也推出一個新的應用程式商店「Commerce Central」,如同Amazon Ads或Google Shopping一樣,是為了讓小型企業了解註冊等相關流程。四月開放下載的iPhone應用程式「YahooLive Insights」用以即時追踪客戶利用電子商務網站的方式,並讓店主和客戶聊天,做即時的網站管理。

Yahoo目前推出與其企業文化相符─新一代且重塑過後的Yahoo商城,力求以各種方法增加營收。

With e-commerce projected to account for 11 percent of US retail sales, totaling $414 billion by 2018, Yahoo is re-launching Yahoo Stores so it can grab a bigger piece of the growing online merchant market.

Initially launched in 1998, the updated platform enables merchants to build and transact on sites hosted by Yahoo for up to $9 per month, complete with tools for creation, marketing, analytics, custom templates and domain names. The platform is already used by more than 1.5 million small businesses as more sellers take to the Web to sell their wares.

“We’ve taken care of some of the stumbling points that small businesses face in setting up online stores,” said Amit Kumar, head of Yahoo Small Business, according to the Wall Street Journal.

But Yahoo is a late re-entrant into an increasingly crowded field, with steep competition from Amazon, eBay, Shopify and Etsy, many of which offer customized online storefronts for small businesses.

“A great website can only attract customers if they can find it,” Kumar explained in a blog post on the brand’s Tumblr. “Yahoo Stores provides automatic SEO—so from day one, your store will have the same serving technology used on Yahoo.com, including relevant keywords in your website URLs, concise descriptions of your website’s content and more. Yahoo Stores also has a powerful product catalog schema and tools for merchants to organize and promote their products. The setup is simple, with powerful capabilities informed by years of experience working with major retailers.”

Yahoo also launched Commerce Central, a new app store for small businesses to introduce them to the process of enrolling in services like Amazon Ads or Google Shopping. Yahoo’s Live Insights app for the iPhone, available since April, tracks how customers are using a commerce site in real-time and lets shop owners chat with those customers, closing the loop on mobile, on-the-go site management.

Yahoo is promoting Yahoo Stores as a “completely reimagined, next-generation version,” which sounds like the company itself as it strives to boost revenue any way it can.

 

摘譯自BrandChannel:
http://www.brandchannel.com/home/post/2014/08/18/140818-Yahoo-Stores-Relaunch.aspx
Posted by Sheila Shayon on August 18, 2014 02:03 PM

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