BuzzFeed integrates shoppable product recommendations into articles
A leading online news and entertainment platform is partnering to bring product recommendations directly into its articles.
BuzzFeed Inc. is the first editorial media brand to partner with the Shopsense AI livestream shopping platform, which has previously enabled streams of events such as the Super Bowl and MTV Video Music Awards to feature shoppable content.
BuzzFeed will use the company’s AI-based Commerce Operating System (OS) to integrate context-aware product recommendations directly into articles. The integration will provide BuzzFeed's monthly audience of 71 million U.S. visitors a seamless way to explore and purchase products relevant to the content they’re consuming, the company said.
"For nearly two decades, BuzzFeed has helped audiences navigate the best of the internet—and made culture shoppable along the way," said Ken Blom, chief business officer of BuzzFeed. "This partnership brings that mission into the AI era, combining the cultural relevance of our content with a powerful commerce engine. Together, we’re unlocking new revenue streams, deeper brand performance, and a better experience for our users."
BuzzFeed will activate two types of native commerce modules across its enterprise: AI-driven product carousels that surface relevant items based on the article or image content being viewed, and fully sponsored modules featuring curated collections from a single retailer or brand.
The content platform will leverage Shopsense Commerce OS to continuously update product selections in real time, considering factors such as inventory and promotions and payment options like buy now, pay later.
"Every piece of content has the potential to drive both commerce and brand value," said Glenn Fishback, CEO and co-founder of Shopsense AI. "BuzzFeed’s influence makes them the perfect partner to show what’s possible when storytelling and shopping are seamlessly connected. For Shopsense, we’re unlocking new revenue across all content formats, from video to editorial."
BuzzFeed builds on retail foundation
This is not BuzzFeed’s first venture into omnichannel commerce. Since 2019, the company’s Tasty food content iOS app has let Walmart customers add the ingredient lists of menus featured in select videos to their Walmart online grocery cart in one click.
[READ MORE: Walmart partners with Buzz Feed for ‘tasty’ mobile shopping]
And since 2018, BuzzFeed has operated brick-and-mortar locations of Camp, a family-friendly retailer focused on immersive customer experiences, with an e-commerce site added in 2021.
New York-based BuzzFeed Inc. was founded in 2006 and features digital pop culture, entertainment, shopping, food and news content.
