Ebay has partnered with media company Mashable to launch shoppable content, enabling readers to shop Ebay without leaving Mashable stories.
Ebay’s new alliance with Mashable, a worldwide media and entertainment company for culture and tech, has enabled the online marketplace to create “shoppable” stories across the UK and US, where readers can shop via the images and icons placed within stories.
Combining Mashable’s “expert recommendations” with the consumer discovery power of Ebay, the partnership allows Mashable’s audience to use Ebay to shop, browse and purchase products matching those featured on Mashable, without leaving the Mashable website.
Ebay says that through the partnership, Mashable journalists will enable readers to shop the looks featured in Mashable by independently curating matching fashion items available on eBay’s global platform – the shoppable tags lead the customer to similar items sold on eBay. “By clicking on shopping tag icons embedded within Mashable stories, users can view, compare and buy the Mashable team’s selections,” Ebay states on its website.
“We know a lot about how people shop on our site, but less about how they shop off it, so we wanted to bring a simplified shopping experience that brings products to Mashable’s passionate audience rather than expect them to come to us,” said Dan Burdett, head of Ebay EMEA Marketing Lab.
Retailers developing shoppable content isn’t new, with companies like Target in the US and Nordstrom reporting positive results from shoppable Instagram images back in 2014, while last year Amazon launched its shoppable content feed called Spark.
Mashable’s shoppable stories works most similar to Walmart’s deal with Buzzfeed’s Tasty food network which was announced in December 2017, enabling people to order ingredients in a recipe directly from Walmart.com or Jet.com.
It is the first time, however, that Ebay has enabled shoppable content outside of its own website. For e-commerce, mobile commerce and retail in general, allowing readers of posts on media sites and content feeds to shop directly from the content itself has enormous potential. While Ebay’s project is in pilot phase for now, if it pays off we could see a rollout of this feature on other online marketplaces.
Ebay says the pilot partnership with Mashable is an effort from Ebay’s Marketing Lab, which focuses on developing disruptive marketing solutions. By introducing the new Ebay widget to Mashable, Ebay says it will be able to better understand the factors that matter most to buyers making purchases off the Ebay platform, such as seller reputation and delivery time. “Using learned consumer insights from the pilot, Marketing Lab aims to deliver scalable solutions that accelerate Ebay’s growth.”