It was unclear whether any search technology from Yahoo is powering Etao's search services.

WSJ: Alibaba Group, Microsoft Team Up on Chinese Search Engine

Alibaba and Microsoft confirmed that Etao is in public, or beta, testing, but declined further comment.

WSJ: Alibaba Group, Microsoft Team Up on Chinese Search Engine

Sohu Chief Technology Officer Wang Xiaochuan said Sohu is talking with Alibaba about providing search technology for Etao.

WSJ: Alibaba Group, Microsoft Team Up on Chinese Search Engine

Taobao, a unit of Alibaba Group, announced on Tuesday that it was beta testing a shopping search engine called Etao.

FORBES: Baidu Faces New Threat From Alibaba

But their presences are minimal and it is likely to be some time before even strongly supported rivals like Etao can catch up with Baidu.

WSJ: Alibaba Group, Microsoft Team Up on Chinese Search Engine

Search results on Etao are displayed in several groups.

WSJ: Alibaba Group, Microsoft Team Up on Chinese Search Engine

The operation of Etao further marginalizes Yahoo's Chinese website, which is operated by Alibaba Group and has seen its market share drop to less than 1%, from 21% in 2005, under Alibaba's supervision.

WSJ: Alibaba Group, Microsoft Team Up on Chinese Search Engine

Baidu and Google declined to comment on Etao.

WSJ: Alibaba Group, Microsoft Team Up on Chinese Search Engine