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E-commerce outlets are branching out

April 2, 2014

Websites that offer products for sale via online credit card payment processing pages are finding great success as consumers spend more of their budgets online.

Websites that offer products for sale via online credit card payment processing pages are finding great success as consumers spend more of their budgets online. Now, as a result, many e-commerce companies are branching out into other arenas.

For example, AdWeek recently reported that a growing number of e-commerce providers are now branching out into an unexpected arena – the printed page. A number of online retailers have recently been printing catalogs and “magalogs,” according to the report, which they hope will be able to provide for greater engagement from consumers. One Kings Lane, a flash sale site, is just one of many e-commerce outlets that have begun sending their clients and consumers printed materials. 

“Putting money behind print doesn’t necessarily seem like the first thing you’d think of doing,” admitted Ethan Trask, vice president of creative at One Kings Lane, while speaking with AdWeek. “But we all love products here, we love magazines and books, so I think that bringing our brand into that physical space is really important … It helps people become more active with our brand.”

Other e-commerce websites, such as Porter and Editorialist, have begun offering ad-supported magazines that feature both entertaining content and listings of products available for purchase online. Kate Davidson Hudson, co-founder of Editorialist, noted that allowing consumers to engage with a tangible piece of media connected to her brand – in this case, a magazine – allows them to keep their offerings on consumer’s minds all day long. 

“We were making an effort to find out how we can be at all of our users’ touch points throughout their day,” Hudson told AdWeek. “The big missing piece of that puzzle, ironically, was having a tangible medium to connect with them on.”

According to the news outlet, Editorialist saw a “huge uptick” in conversions on the products that had been listed in their magazine. 

While some e-commerce outlets are turning to print, others are going public
Some e-commerce retailers are turning to print magazines to invest their revenue. Others are considering turning to the public. A recent Internet Retailer report noted that Wall Street bankers are projecting that e-commerce giant Wayfair will be going public within the next 18 months – perhaps even during the first quarter of 2015. Wayfair CEO Niraj Shah offered no comment on the projections. 

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