Contextual commerce is expanding rapidly as brands try to become more integrated into different parts of consumers’ daily lives, with shoppable recipes and buying options emerging within videos and product listings alongside online music players.
Additionally, companies known primarily only for content have been delving into creating merchandise related to those articles and videos in an effort to grab people’s attention even as they return to in-person gatherings and activities. Earlier this week, for example, lifestyle media company PopSugar said it would partner with Target to offer a range of home fitness equipment, including yoga mats, weights and other essential equipment, to link to its Class FitSugar exercise video series.
“We take a data-driven approach across all of our brand licensing programs, and these products have been inspired by our best performing fitness and wellness content,” PopSugar co-founder Lisa Sugar said in a press release.
PopSugar previously offered a business casual clothing line at Kohl’s, the Disney Princess home collection in Target and a gender-neutral clothing line in Old Navy.
Read more: Popsugar launches Home Fitness Line with a goal
Streaming giant Netflix also launched an e-commerce store in June with merchandise from hit shows like “Stranger Things” and “The Witcher” as well as branded Netflix apparel. Since then, the company has added more elements from those shows, including collaborating with General Mills on limited-edition cans of “Stranger Things” related cereal, and has also launched products from the latest sensations like “Squid Game.”
Last month, it was revealed that ahead of the second season of “Emily in Paris,” which begins on December 22, the California-based video platform has teamed up with several luxury brands to present a selection of clothing related to pieces worn by the stars. Lily Collins and other characters in the series.
Check out: Netflix embraces contextual commerce with content-related fashion elements
The growth of shoppable content
Jason Young, head of digital marketing platform Chicory shoppers, told PYMNTS in an interview earlier this year that the day is coming, likely within the next three to five years, “where every moment of contextual commerce content can be shopped, given every consumer True friction-free track and multiple buying options.
In the past, Amazon had a kind of contextual commerce monopoly, with the Amazon Associates affiliate marketing program being the most popular shopping integration. Now, as a group of companies find alternative ways to incorporate commerce into their content, the space is expanding.
“[Amazon] “I figured out how to play this game really well,” Young said. “I think what you’re seeing now – and this is beneficial to the consumer – is that there is a more complex shopping experience and choices given to the consumer.”
He added that instead of being restricted to Amazon’s offerings, consumers can now “choose the retailer most relevant to them”.
Young noted, though, that the United States was far from a leader in e-commerce integration.
“There are other markets globally in which contextual shopping capability is a key part of how products are bought and sold in real time through marketplaces,” he said, adding, however, that the United States is catching up quickly.
Read more: Soon, all content will be marketable, says Chicory, contextual commerce platform