/// Brit Morin’s Media Startup Is Betting Big on Commerce No Matter What You Say

October 17, 2013  |  All Things Digital


The media world is still waiting for all the hype around combining content and commerce operations under one brand to translate into a successful model. As it does, some media organizations that had pursued selling products are already giving up on the trend. Brit Morin knows that, but she thinks her media property Brit + Co. will be the exception. The two-year-old media site, which publishes content aimed at women who like do-it-yourself projects, is today dramatically increasing the number of products available in its e-commerce shop to several thousand. “For Refinery29 and PopSugar, which are definitely in the women’s lifestyle category, they write a lot about celebrities and entertainment, so it feels a little off when they start integrating products everywhere,” Morin said. “But all our content is about a product, either something that you can make or buy. So [the e-commerce shop] is much more authentic.” The shop previously focused exclusively on selling do-it-yourself craft kits

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Brit Morin’s Media Startup Is Betting Big on Commerce No Matter What You Say

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