When Etao made its first dubut in late last year, Taobao positioned and touted the service as a price engine for online buyers. Taobao spun off Etao as an independent company in an aim to serve the best interests of online hunters by helping them find the best deal online through price comparison and more. In this month, Alibaba announced investing US$ 157 million (RMB 1 billion) into the Taobao portfolio, aiming to help boosting 3rd party ecommerce sites’ online exposure and traffic.