Happi Staff08.04.20
BuzzFeed is in the beauty business. The digital media company best known for delivering news and entertainment to millions of people around the world, wants to deliver skin creams, too. The new BuzzFeed Shopping site, which is distinct from the Shopping section on BuzzFeed’s main site, executes transactions through a partnership with Shop Bonsai Inc., an e-commerce platform that connects publishers and brands. The BuzzFeed Shopping rollout describes products for sale such as a face mask from Message Me Inc.’s HipDot and face cream from Elf Cosmetics Inc.
The move is just the latest for publishers determined to move beyond ad sales as revenue sources. BuzzFeed earns an average commission of 25% on direct sales, it said. Bonsai receives a portion of that commission, but the companies declined to disclose its size. BuzzFeed declined to describe its commissions from affiliate links.
Nilla Ali, senior vice president of commerce at BuzzFeed, told The Wall Street Journal that people weren’t inclined to shop outside traditional e-commerce sites just two years ago, "but now with Instagram’s native checkout, and more influencers pushing products through their feed, consumer behavior has shifted,” she said.
BuzzFeed’s affiliate links led to $300 million in product sales last year, the company said.
The move is just the latest for publishers determined to move beyond ad sales as revenue sources. BuzzFeed earns an average commission of 25% on direct sales, it said. Bonsai receives a portion of that commission, but the companies declined to disclose its size. BuzzFeed declined to describe its commissions from affiliate links.
Nilla Ali, senior vice president of commerce at BuzzFeed, told The Wall Street Journal that people weren’t inclined to shop outside traditional e-commerce sites just two years ago, "but now with Instagram’s native checkout, and more influencers pushing products through their feed, consumer behavior has shifted,” she said.
BuzzFeed’s affiliate links led to $300 million in product sales last year, the company said.