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Shoppable Magazines Arrive at Flipboard

Posted on 11.10.2013

Flipboard is becoming a valuable tool for the e-commerce industry, as the company just launched a new content category for shopping on its platform.

The content category displays magazines that are filled with products curated by popular brands, celebrities and Flipboard’s editorial team. Through these magazines consumers can discover, collect and purchase items. The feature builds on Flipboard’s announcement from earlier this year, which enabled users to collect articles, images and videos into their own magazines on Flipboard. With the launch of Shoppable Catalogs, however, people and brands can add products from the Flipboard shopping category or any commerce website to create their own catalogs, wish lists, lookbooks and gift guides. But even more importantly, people can now purchase products through magazines.

At launch, Flipboard’s editorial team curated twelve magazines that include products ranging from women’s wear to electronics and toys. Plus, celebrities like designer Cynthia Rowley, singer Sara Evans, chef Daniel Boulud and actress Alyssa Milano assembled magazines with their favorite products, and the shopping category also contains rich content from brands like Banana Republic, Birchbox, eBay, Fab, ModCloth, Levi’s and Etsy.

"By partnering with retail brands that understand the value of curation and presentation, we are able to kick off shopping with some incredible new content for our readers to browse, buy or share," said Mike McCue, CEO Flipboard. "User studies show that people want to shop on Flipboard, and since the introduction of magazine curation, one of the most received requests is to add products to a magazine."

It is important to note that the launch of the new shopping category brings an upgraded “” button. This bookmarklet lets people add products to their magazines from nearly every commerce site on the Web. The button detects when someone is flipping a product and lets curators add a price. Moreover, the button gives users control of the image that appears in their magazine. Retailers that want to create a shoppable experience on Flipboard can do so by using the bookmarklet to curate a catalog with their products and content. Though, for a premium brand presence, Flipboard offers advertising and customized brand magazines.

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