Baozun (NASDAQ:BZUN – Get Free Report) and Taboola.com (NASDAQ:TBLA – Get Free Report) are both small-cap computer and technology companies, but which is the superior business? We will contrast the two companies based on the strength of their institutional ownership, risk, dividends, profitability, analyst recommendations, earnings and valuation.
Earnings and Valuation
This table compares Baozun and Taboola.com”s revenue, earnings per share and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Baozun | $1.29 billion | 0.13 | -$18.68 million | ($0.49) | -5.69 |
| Taboola.com | $1.77 billion | 0.68 | -$3.76 million | $0.08 | 52.25 |
Volatility & Risk
Baozun has a beta of 0.33, indicating that its stock price is 67% less volatile than the S&P 500. Comparatively, Taboola.com has a beta of 1.26, indicating that its stock price is 26% more volatile than the S&P 500.
Analyst Ratings
This is a breakdown of current recommendations and price targets for Baozun and Taboola.com, as provided by MarketBeat.com.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| Baozun | 1 | 0 | 0 | 0 | 1.00 |
| Taboola.com | 0 | 4 | 5 | 0 | 2.56 |
Taboola.com has a consensus target price of $4.80, indicating a potential upside of 14.83%. Given Taboola.com’s stronger consensus rating and higher probable upside, analysts clearly believe Taboola.com is more favorable than Baozun.
Institutional & Insider Ownership
47.3% of Baozun shares are owned by institutional investors. Comparatively, 42.9% of Taboola.com shares are owned by institutional investors. 59.2% of Baozun shares are owned by company insiders. Comparatively, 24.7% of Taboola.com shares are owned by company insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock will outperform the market over the long term.
Profitability
This table compares Baozun and Taboola.com’s net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| Baozun | -2.10% | -3.28% | -1.47% |
| Taboola.com | 1.34% | 8.12% | 4.92% |
Summary
Taboola.com beats Baozun on 12 of the 14 factors compared between the two stocks.
About Baozun
Baozun Inc., through its subsidiaries, provides end-to-end e-commerce solutions to brand partners in the People’s Republic of China. The company operates through two segments, E-Commerce and Brand Management (BBM). The E-Commerce segment offers brands’ store operations, customer services and value-added services in logistics and supply chain management, IT, and digital marketing. The Brand Management segment provides brand management, strategic and tactic positioning, branding and marketing, retail and e-commerce operations, supply chain, and logistics and technology services. It serves brand partners in various categories, including apparel and accessories, appliances, electronics, home and furnishings, food and health products, beauty and cosmetics, fast moving consumer goods, mother and baby products, and automobiles. The company was formerly known as Baozun Cayman Inc. and changed its name to Baozun Inc. in March 2015. Baozun Inc. was founded in 2007 and is headquartered in Shanghai, the People’s Republic of China.
About Taboola.com
Taboola.com Ltd., together with its subsidiaries, operates an artificial intelligence-based algorithmic engine platform in Israel, the United States, the United Kingdom, Germany, and internationally. It offers Taboola, a platform that partners with websites, devices, and mobile apps to recommend editorial content and advertisements on the open web to users. The company was incorporated in 2006 and is headquartered in New York, New York.
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