Mashable is bringing native advertising and commerce together in the hope that the union can expand the reach of its brand.
The media owner is opening the virtual store on its site on Cyber Monday (30 November), which will incorporate Visa’s Checkout Payment service in a native spin on the ecommerce concept.
Ad Age reports that the credit card company is sponsoring the store and its Paypal-style digital payment feature will be the only way people can purchase products, although it does connect to a person’s MasterCard, American Express or Discover credit or debit card.
Mashable-branded clothes and accessories, created by its creative division Collective, will be on sale alongside merchandise from brands that partner with Visa and products from crowdfunding site Kickstarter. Revenue from Visa partners’ products and the Kickstarter products will be given entirely to their respective creators, with Mashable seeing the store more as a branding channel than an outright revenue generator.
It builds on an existing deal between Mashable and Visa that’s already seen Checkout Payment promoted on the site. The media owner, like its peers, is exploring new ways of building out its readership at a time when attention is a premium. To that end, an online store creates an outlet to take the Mashable brand to more people through new partnerships while also acting as a testbed for further investments in the ecommerce space.