BuzzFeed recently partnered with Bonsai, an e-commerce service platform, to launch in-article shopping. Following the agreement Bonsai’s ‘natively shoppable widgets,’ will appear on the BuzzFeed platform, as well as products form Hipdot and Bellessa Boutique.
In the near future, BuzzFeed indicated that it will expand the number of in-article shopping options available to readers. Additionally, BuzzFeed will use social commerce integrations that are made possible through Bonsai.
In-article shopping capabilities streamline the purchasing process for readers, as they do not have to leave the website to order a product. The features will be slowly rolled out on BuzzFeed in order to assess its response among readers, and if it's effective it will be further integrated into the platform.
In-Article Shopping Platforms
BuzzFeed Partnered with Bonsai on Shoppable Reading Experiences
Trend Themes
1. In-article Shopping - The integration of in-article shopping capabilities allows readers to make purchases without leaving the website, offering a more streamlined purchasing process.
2. Social Commerce Integrations - The use of social commerce integrations through platforms like Bonsai offers new opportunities for businesses to sell products directly within articles, increasing customer engagement and convenience.
3. Expanded Shoppable Options - BuzzFeed's plan to expand the number of in-article shopping options gives businesses more opportunities to showcase and sell products to a wider audience.
Industry Implications
1. E-commerce - The integration of in-article shopping capabilities presents a disruptive innovation opportunity for the e-commerce industry, providing a more seamless and convenient shopping experience for customers.
2. Media and Publishing - The partnership between BuzzFeed and Bonsai to launch in-article shopping opens up new possibilities for media and publishing companies to generate revenue through direct product sales within their content.
3. Beauty and Fashion - The inclusion of products from Hipdot and Bellessa Boutique in BuzzFeed's in-article shopping demonstrates how the beauty and fashion industry can leverage this trend to reach a larger audience and drive sales.