LivingSocial Shakes Up E-Commerce

LivingSocial has launched an online marketplace that will put it head-to-head with major e-tailers like eBay and Amazon. The daily deal site will carry discounted products from local and national vendors in its LivingSocial Shop.

Similar to Groupon Goods, LivingSocial’s marketplace will offer discounted goods for short periods of time. Unlike its competitor, the items will be merchandised by theme (currently, it’s “beach bound”).

Content Merchandising? Check!

A grown-up approach to content merchandising suggests that LivingSocial plans to take on the e-commerce big boys. The site’s product pages often include multiple images as well as specs and short product descriptions.

And, indeed, LivingSocial is not expected to remain a bit player. Daily deal aggretator Yipit estimates that LivingSocial Shop could generate $200 million in sales this year. That would make it the fourth-largest marketplace behind eBay, Amazon, and Groupon, Scot Wingo, CEO of e-commerce services provider ChannelAdvisor, said.

While the site could draw in new customers, it’s more likely to steal sales away from some of those bigger players, Wingo predicts.

You can read more about the LivingSocial Shop launch at

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