The surge in traffic across e-commerce websites has spilled over into the media sphere, and savvy digital publishers are capitalizing on the opportunity. Consumers have grown far more comfortable shopping online during the Covid-19 pandemic, but online stores aren’t the only way that publishers are generating revenue through e-commerce right now. Publishers are also bringing in revenue through the commissions and fees generated by affiliate marketing content, along with selling goods through curated marketplaces and selling branded merchandise through their own online stores.
Buzzfeed, Barstool Sports, and Dennis Publishing are just a few examples of media companies that are innovating in this space. Even legacy publishers, like The New York Times, are adding new e-commerce monetization opportunities by selling branded apparel, archival photography, and personalized page reprints. At Barstool, a digital-first sports outlet, 50% of total revenue now comes through commerce. Of that, 10% of revenue results directly from e-commerce merchandise sales.
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