Yahoo Shopping Announces Partnership with PriceGrabber

January 11, 2010

Yahoo sent emails to their merchants today indicating that the
Yahoo Product Submit program will close March 11, 2010.  Yahoo Shopping
as a destination will continue to exist but will be powered by
PriceGrabber. This means if you are advertising on Yahoo Shopping via
the Product Submit interface right now, but not on PriceGrabber, and
you want your offers to stay live on Yahoo Shopping, you should begin
advertising with PriceGrabber to ensure your offers will continue to
appear on Yahoo Shopping after March 11.

This is definitely big
news in that Yahoo Shopping consistently sits at or near the top of the
CSE ComScore rankings as the top receiver of unique visitors. Even
though the rate of click through to merchant sites is much lower on
Yahoo Shopping than other CSEs, this announcement is still a pretty
significant win for PriceGrabber. And though their partner network
already includes big names like AOL and CNET, this deal is sure to
increase their traffic volume pretty significantly.

It is worth
noting, however, that for many retailers, traffic from Yahoo Shopping
tends to convert pretty poorly compared to other CSE engines/networks,
so it is very possible that come March 11, the conversion rate for
existing PriceGrabber advertisers will decline. The quality of the data
delivered to Yahoo by PriceGrabber is likely to be higher than that of
the data Yahoo was able to collect and organise themselves. It is also
possible that the user experience will be changed in a way that could
help conversion out, but the most likely root of the lower conversion
rate from Yahoo Shopping is simply the intent of their users, which is
unlikely to change. So though the user may benefit to some degree by
this, the biggest beneficiaries are Yahoo, who no longer has to
maintain the back end, and PriceGrabber, who gets the traffic through
their network. Which of these two won out the most is unknown as it
would depend on the terms of the deal.

From the perspective of
the merchant, the complexity goes down a bit as one less feed is
required, but an element of control disappears as well. As I mentioned
in my last post,
many engines don’t like discussing their partner network members. They
prefer to distribute all content to all partners and only back off when
problems arise.

 

We work with merchants who have shut down their Yahoo Product Submit
feeds specifically because of the low conversion rate, and they will
now be back on Yahoo Shopping via PriceGrabber, probably facing pretty much the same
conversion challenge but with no easy way to completely turn it off.

It’s interesting that is happening on the heels of the Yahoo Search Submit Pro shutdown and just over a year after Yahoo sold off Kelkoo. Data feed marketing is clearly not a space in which Yahoo sees a future for themselves.

Original email:

Important: Product Submit changes coming
soon. Action required.

Dear Advertiser,

We have important news that will affect your product listings on Yahoo!
Shopping and that will require you to take action.

As of March 11, 2010, Yahoo! Shopping is partnering with PriceGrabber. This
partnership will provide you with greater access to more potential customers
and to enhanced reporting. It will give you the opportunity to list your
products either on Yahoo! Shopping only or on both Yahoo! Shopping and
PriceGrabber.

Because of this change, your Yahoo! Product Submit account will no longer be
available on March 11, 2010.
After March 11, 2010, to list your products
either on Yahoo! Shopping only or on Yahoo! Shopping and PriceGrabber, you must
sign up
for a new merchant account with PriceGrabber. To ensure your
products are live on Yahoo! Shopping on March 11, 2010, you must sign
up
for a PriceGrabber merchant account from January 11, 2010, through
January 19, 2010. Signing up is fast and easy.

If you sign up before March 11, 2010, any applicable set up fees will be
waived!

To start, just click the link below:

Sign up now for a new merchant account with PriceGrabber.

If you do nothing and do not sign up for a new merchant account, your products
will only be listed on Yahoo! Shopping through March 11, 2010. After March 11,
2010, your products will no longer be listed.

PLEASE NOTE: If you already have a merchant account with PriceGrabber,
you do not need to sign up for a new account. Your products will automatically
be listed on both Pricegrabber and Yahoo! Shopping on March 11, 2010.

Your Key Dates to Remember:

January 11, 2010

January 19, 2010

March 11, 2010

Sign up for your new PriceGrabber merchant account with
Yahoo! Shopping and PriceGrabber or with just Yahoo! Shopping.

Last
day to sign up for a PriceGrabber merchant account to ensure your
products are listed on Yahoo! Shopping and PriceGrabber when Yahoo! Product
Submit is discontinued on March 11, 2010.

The
Yahoo! Shopping and PriceGrabber partnership takes effect. If you have not
signed up for a new PriceGrabber merchant account, this is the last day your
products will be listed on Yahoo! Shopping.

 

If you have any questions about this change, a Customer
Care
representative will be happy to answer them.

Best regards,
The Yahoo! Product Submit team