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Bing to Power Chinese Retail Search Engine, Etao.com

Looking for a little traction in China, Microsoft has partnered with the country’s largest online retailer, Taobao.com (whose parent company is Alibaba Group, owners of Yahoo China). The site, Etao, has launched in a public beta version and is a shopping search engine that will display results on a range of categories and will be powered by Bing. Since Microsoft already has a Chinese version of Bing, advertisers can now place ads through Bing and they will also reach English speaking countries. To aid with the language difference, a dictionary feature has been implemented that allows for translations.

Even though these are good steps to get Bing to become a search force in China, Microsoft has a lot of ground to cover. Baidu holds first place at 70% and at a very distant second is Google, who only holds 24% of the search share.

Screen Shot 2014 04 15 at 7.21.12 AM Bing to Power Chinese Retail Search Engine, Etao.com
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Screen Shot 2014 04 15 at 7.21.12 AM Bing to Power Chinese Retail Search Engine, Etao.com

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