The world’s sixth most popular website has launched a service to allow readers to trade bitcoin, ethereum, and other cryptocurrency tokens directly through its platform.
Yahoo.com, which according to Alexa ranks as the sixth most visited website both globally and with the U.S., announced this week that it has partnered with financial API developer TradeIt to allow users to trade cryptocurrencies from within Yahoo Finance.
As with Yahoo Finance’s stock trading feature, which the company first launched last year, users will now see buy and sell buttons on each cryptocurrency’s quote page. After initiating a trade, they can log in to an external brokerage account (Coinbase, Robinhood, etc.) and execute the buy or sell order, all without leaving the Yahoo Finance platform.
“As the leading provider of financial data, insights, and editorial content, we are constantly looking for ways to better serve audiences on the Yahoo Finance platform,” said Joanna Lambert, general manager of finance and tech at Oath, Yahoo’s parent company. “We first launched our integration with Trade It one year ago, allowing people to trade on Yahoo Finance for the first time ever. We’re excited to expand this offering to cryptocurrencies, further connecting our passionate community of investors with relevant utilities on our trusted platform.”
At present, the cryptocurrency trading feature is only available on the iOS version of the Yahoo Finance mobile app, which ranks 60th in the App Store’s finance category.
Some users had initially seen the feature on the desktop and mobile web versions of Yahoo Finance as well, only to have it disappear the next day. An Oath representative told our site that the platform was running bucket tests on these platforms ahead of a formal launch “in the coming weeks.”
Notably, Yahoo Japan — which was launched as a joint venture between Yahoo and Softbank but is no longer affiliated with its namesake — announced earlier this year that it will purchase a 40 percent stake in a local cryptocurrency exchange.