How eCommerce is becoming a key part of publishers’ emerging revenue strategies

Global web sales were worth just under $3.46 trillion in 2019, making this too big a space for publishers to ignore

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Image: via Digital Commerce 360

Publishers are betting on eCommerce, but it’s still early days

The percentage of revenue most content creators derive from eCommerce, remains small.

The Denver Post and Seattle Times

Selling products related to a publishers archive has been a time-honored staple for many print publications.

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Image: Homepage of the Denver Post’s Online Store. Via: Denver Post Store.

The Rise of Online Stores

Alongside dabbling with efforts to unlock some of the financial potential of their archive, an increasing number of publishers are also embracing further opportunities afforded by online stories.

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Image: Example of native commerce at Boing Boing. Via: StackCommerce.
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Image: Example of a book available on Richland Source’s Made in the 419.

Hearst and Dennis Publishing’s eCommerce efforts

Dennis Publishing, through its buyacar.co.uk website, is selling between 250 and 300 cars a month. Its titles Auto Express and Carbuyer, help drive 15% of activity on Buyacar and the company hoped to make £100 million [$138 million] in revenue from sales in 2019.

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Image: Keto for Carb Lovers,” a cookbook developed by Women’s Health and Delish

BuzzFeed’s pivot to product development and eCommerce

BuzzFeed is another example of a media company actively pursuing multiple revenue streams, including eCommerce. In 2018, they made $100 million from income sources that didn’t exist two years ago. The company’s commerce division, which is supporting this diversification, generated $50 million in sales in 2018.

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The GlamSpin, which offered three flavours of lip gloss: Peach Whirl, Grape Twist and Strawberry Cyclone. Via Bustle.

“The shopping ads are awesome because they are a new native ad format that not only grows our biz but also serves our users’ needs. When readers are on shopping posts, they are in the mindset to shop and find products they love and want to buy. With the new shopping ad product, brands can put their products in front of potential buyers who are ready to shop and therefore, will more likely buy the product.”

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Image: BuzzFeed’s shopping showcase ad product. Via Medium.

Online shoppable ads go mainstream

Google report that 50% of online shoppers say images of a product inspired them to buy it.

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Chambers Professor in Journalism @uoregon | Fellow @TowCenter @CardiffJomec @theRSAorg | Write @wnip @ZDNet | Host Demystifying Media podcast https://itunes.app

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