Method and system for publicizing commercial transactions on a computer network

Abstract

A computer method and system for publicizing commercial transactions. To publicize a commercial transaction, the system (“e-commerce system”) receives a selection of a purchase transaction for a first item. The e-commerce system identifies an auction for a second item such that the second item is related to the first item. For example, the first item may be a kayak, and the second item may be a kayak cover. The e-commerce system then generates a display description (e.g., web page) that includes information for conducting the purchase transaction for the first item and that includes information relating to the auction for the second item. In this way, a user who views information relating to the purchase transaction can also view information relating to the auction.

Description

TECHNICAL FIELD [0001] The present invention relates a generally to conducting electronic commerce, and more particularly, to publicizing commercial transactions on a computer network. BACKGROUND OF THE INVENTION [0002] Because it facilitates electronic communications between vendors and purchasers, the Internet is increasingly being used to conduct “electronic commerce.” The Internet comprises a vast number of computers and computer networks that are interconnected through communication channels. Electronic commerce refers generally to commercial transactions that are at least partially conducted using the computer systems of the parties to the transactions. For example, a purchaser can use a personal computer to connect via the Internet to a vendor's computer. The purchaser can then interact with the vendor's computer to conduct the transaction. Although many of the commercial transactions that are performed today could be performed via electronic commerce, the acceptance and wide...

AI Technical Summary

Benefits of technology

[0008] Some embodiments of the present invention provide a computer method and system for publicizing a commercial transaction for one item with commercial transactions for targeted items in a process referred to as “targeted item advertising.” To provide targeted item advertising for a commercial transaction, the system (“e-commerce system”) allows a user to define the commercial transaction to be advertised. For example, the commercial transaction can be the auctioning of an item. When the commercial transaction is being defined, the e-commerce system allows the user to select various categories of targeted items or particular targeted items. The user may select a category of items by browsing through a category hierarchy and may selected a particular targeted item by entering a unique identifier (e.g., stock keeping unit (“SKU”)) of the targeted item. When a commercial transaction is conducted relating to a targeted item, then the commercial transaction defined by the user is advertised. For example, when the e-commerce system generates a web page for the sale of a targeted item, then the e-commerce system includes on that web page an advertisement for the auction defined by the user. Alternatively, the e-commerce system may automatically select targeted categories or targeted items. This automatic selection can be based on analysis of purchasing patterns of buyers. This automatic selection can also be based on keywords entered by a user. Targeted item advertising allows for more effective advertising because the user defining a commercial transaction for an item can specifically target items with which the commercial transaction is to be advertised.

[0009] In another aspect of the present invention, the e-commerce system generates a combined display description that contains links to various different types of commercial transactions for an item. For example, the e-commerce system may include links to web pages for items that are to be sold at a fixed price and for items that are to be auctioned. To generate the display description, the e-commerce system receives an identification of an item (e.g., kayak). The e-commerce system then retrieves information describing a first type of commercial transaction (e.g., fixed price sale) for the identified item and then retrieves information describing a second type of commercial transaction (e.g., auction) for the identified item. The e-commerce system then generates a display description that includes retrieved information describing the first type of commercial transaction for the identified item (e.g., a URL to a web page for conducting the first type of commercial transaction for the identified item) and includes retrieved information describing the second type of commercial transaction for the identified item. The e-commerce system may use a common category hierarchy of items to identify both types of commercial transactions for an item, may use information stored by target item advertising to identify commercial transactions, or may use the unique identifiers of the items that are the subject of the commercial transactions. In this way, a user is made aware of different types of commercial transactions for an item and can engage in the most appropriate type of commercial transaction relating to the item.

Problems solved by technology

Because of the vast number of server computer systems that support conducting electronic commerce of one type or another, it is difficult for a user to locate all the information needed to make a fully informed buy or sell decision.

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