Patch may localise ecommerce

American internet company AOL recently announced it has entered into a strategic partnership with credit giant American Express to offer a new ecommerce platform that will be geared to local markets.

The new ecommerce solution, called Serve, will be integrated with AOL's Patch websites, which provide journalistic content that is written with area-specific readers in mind.

AOL has described Patch as a network of "hyperlocal" websites. Patch is, according to observers, designed to compete with local community newspapers.

While Patch sites initially offered news articles about local events and developments, new features are now being added, including advertising, reader-written blog posts and a marketplace.

This ecommerce functionality may combine the friendliness of local business with the technological convenience of ecommerce stores that accept payment through online payment gateways.

The new Patch ecommerce initiative is not the first attempt to localise online shopping and bring about convergence between online and traditional business models. Popular discount sites, such as Groupon, have also attempted to bridge this divide and bring customers the best of both worlds.