Publishers: How to Extend Your Ecommerce Strategy Beyond Affiliate | What’s New in Publishing
In-depth insights into how publishers can leverage e-commerce to deliver an exceptional online shopping experience
Over the years, e-commerce has become an important source of income for online publishers. The COVID-19 crisis has only accelerated this phenomenon, as economic shutdowns and supply chain disruptions have pushed consumers to online sources for more of their shopping needs.
While this shift towards online commerce may slow as the pandemic subsides, it is unlikely to fully reverse. In fact, several leading studies suggest that e-commerce continue its upward trend and remain a major source of income for publishers in the years to come. So if you haven’t already, now is the perfect time to explore the potential of e-commerce.
Whether you’re looking for best practices for implementing an e-commerce strategy or information on the state of e-commerce, take the time to read E-commerce in publishing: trends and strategies. This new report offers in-depth insights into how publishers can leverage e-commerce to deliver an exceptional online shopping experience.
3 e-commerce ideas to explore
When it comes to e-commerce, membership is where most publishers start. It’s relatively easy to understand, simple to get started, and it offers great earning potential for almost all types of publishers. But e-commerce also offers a wealth of opportunities beyond the basics of affiliate marketing.
If you’re ready to diversify your sources of incomeHere are some ideas for developing your e-commerce strategy:
1. Online stores
While organized purchases isn’t a new idea, some publishers are taking their online stores in innovative directions. For example, outlets like GQ, The Economist, and The Boston Globe now carry their own branded merchandise, including mugs, t-shirts, and other apparel. Some large publishers are also building an infrastructure to perform purchase transactions on-site, rather than sending buyers to a third party for fulfillment.
Keep in mind, however, that if product reviews are part of your online store, Google’s new direction provides best practices for keeping them useful and authentic.
2. Product-Based Subscriptions
Subscription-based e-commerce is a growing trend across a wide variety of industries, including health and beauty, food and beverage, books, apparel, and more. More and more publishers are also tapping into this movement as a new source of revenue and valuable consumer data.
For example, The New York Times, The Wall Street Journal, and NPR are just a few of the many publishers that sell memberships to organized wine clubs. GQ offers a subscription-based “Best Stuff Box” containing favorite clothing, grooming products and style accessories, while InStyle’s limited-edition beauty box is tailored to the consumer’s star sign. Depending on your audience and topic, the possibilities for subscription e-commerce are virtually limitless.
3. Retail partnerships
Strategic business partnerships can provide a valuable service to consumers while generating additional revenue for publishers. An example of this strategy is the recently announced publication by giant Meredith partnership with Walmart. The relationship creates “buyable ad experiences” in Meredith titles like Allrecipes, Eating Well and Real Simple. This buyable content allows consumers to purchase Walmart groceries through direct links in recipes, meal plans, social posts, and more.
You can download the full report for more creative eCommerce ideas, plus trends and information to help you unlock the secrets of online commerce.
Disclosure: What’s New in Publishing is 100% owned by Sovrn Holdings, Inc.