EcommerceBytes-NewsFlash, Number 2621 - September 01, 2011     2 of 4

Former eBay Exec Launches Facebook Shopping Site

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The former eBay executive who launched a "social" marketplace called YardSellr last year launched a new shopping website on Wednesday. Danny Leffel's company Yardsellr launched, a marketplace open to third-party sellers that is focused on fashion.

The site describes itself as a social buying and selling marketplace where fashionistas buy and sell new, gently used and vintage women's fashion and accessories.

Leffel launched Yardsellr last year and is backed by Accel Partners and Harrison Metal Capital, an investment firm founded by Michael Dearing, formerly a Senior Vice President at eBay. In a podcast interview with EcommerceBytes last month, Leffel said he believed Yardseller could become as big as eBay. appears to work similarly to Yardsellr - it's free for sellers to list on both social marketplaces (Yardsellr charges fees to buyers). Items on Yardsellr are categorized into neighborhood "blocks" that shoppers can subscribe to, while categorizes items into "coteries." Both sites draw heavily on Facebook to gain exposure to product listings created by third-party sellers.

Leffel's company has also changed its name from YellowDog Media, Inc. to Yardsellr, Inc., and is based in San Fransisco.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to

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