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Brief Published: 11 Oct 2013

Condé Nast’s Shoppable Digital Editions


US publishing giant Condé Nast has teamed up with global payments company MasterCard to make digital editions of its magazines directly shoppable.

Dubbed ShopThis, digital readers on tablet, mobile or PC can instantly buy items they see in an article or advert by tapping a shopping cart icon on the page. The icon links to e-commerce site Rakuten.com for payment with MasterCard’s MasterPass mobile payments system (customers can link any credit or debit card, not just a MasterCard, to their online account).

Tech magazine Wired will be the first to trial the system in its November issue, out on October 15. If successful, Condé Nast has said other titles could follow suit.

Howard Mittman, vice-president and publisher of Wired, said this technology allows the company “to experiment with how readers can go from product discovery to ownership, without ever putting the issue down… Our goal is to deliver the ability to purchase from Wired seamlessly, and this relationship represents a crucial first step in converting our content to commerce.”

Retailers, advertisers and publishers are increasingly forging closer ties to capture sales at the moment of inspiration and generate a new revenue stream for media companies. This is explored further in Shoppable Content: Publishing, part of Stylus’ Anywhere Retailing industry trend.

MasterCard has also stated the potential of its click-through shopping technology for other media platforms, such as television and movies. For more on click-to-buy initiatives in entertainment, see Shoppable Content: Entertainment