There has been a recent trend for magazines to integrate e-commerce in a more seamless manner for their readers. With new e-commerce capabilities, browsers have the ability to shop for products without leaving the original site. This convenience of having an on-site shopping cart would increase sales. In addition, it could potentially influence customers to try out new products that they wouldn’t normally opt for.
Some magazines like Allure provides a similar experience, but only offers products from one retailer. Other magazines like Vogue or Elle use links to retailer sites and earn a portion for every sale. While this option is certainly more convenient for publishers, it isn’t at all for the customers. This is where 72Lux comes in.
72Lux is a NYC-based startup that helps publishers transform their websites into successful online retail outlets. Currently, 72Lux has patent-pending technology like universal checkout, product catalog, brand management, data sharing, flexible customization, and multi-platform commerce solutions. 72Lux is now working with Essence and Teen Vogue to use a seamless check-out integration. Unlike other competing magazines, Essence and Teen Vogue will allow for their browsers to shop directly on-site rather than being directed to other retail sites.
Hopefully more magazines will start utilizing this method of e-commerce, because it would definitely make online shopping a lot easier.