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Yahoo Stores Gets Its Name Back after a Dizzying Ride

Yahoo Stores

Yahoo StoresYahoo had built a respectable ecommerce platform called Yahoo Stores, but executives considered it expendable and nearly jettisoned the Yahoo Small Business unit after renaming it Luminate, then Aabaco. The Yahoo corporation found a different way to extract itself from Alibaba without spinning off the unit and ultimately sold its non-Alibaba assets to Verizon. Last week, the Verizon-owned company rebranded Aabaco Small Business back to Yahoo Small Business, though the entity itself will keep its name (Aabaco Small Business, LLC).

No action is required of merchants – Yahoo said it was simply changing its brand name and logo.

Announcement follows:

Brand update from the Small Business Team
By Sri Rajan, Yahoo Senior Director of Product

With Verizon’s acquisition of Yahoo a few months back and our continued investment in small business, we’ve been working to focus on improving our core products and aligning ourselves even more closely with our small business customers.

One of the key changes we knew was important to make during this transition was changing our branding back to a name that our customers have grown to recognize and trust – Yahoo Small Business. We have served the small business community for over 20 years and have always valued your requests and feedback. Bringing back the Yahoo Small Business brand was one of those requests.

No action is required of you during this change, as only our branding will be changing. The legal entity is still named Aabaco Small Business, LLC. Nothing is changing in your business relationship with us, we are simply changing our brand name and logo. You’ll notice our brand and logo updated to Yahoo Small Business over the coming days across our websites, social media channels, emails, and more. But if you receive billing, subscription, or other messages from Yahoo Small Business, know that you are still dealing with the same company.

Our customers are our top priority and we remain committed to your success. We look forward to continuing to serve you and provide the best possible experience for our customers. Please check this blog for further updates on new product enhancements, tips from our small business experts and more

SOURCE: Yahoo Small Business Blog Post

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Ina Steiner
Ina Steiner
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). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.