BuzzFeed is launching a direct-to-consumer “branded marketplace.” In a partnership with ecommerce services platform Bonsai, the media brand will be building on their shoppable article efforts, and bringing in new revenue with their very own ecommerce platform. In the past, BuzzFeed’s shopping editorials were created with affiliates like Amazon or Walmart—but as those partners pull back they’re looking to “own the entire customer journey.” First, they’ll use Bonsai’s “natively shopping widgets” and editorial-style content, but the launch of a “branded marketplace” with a curated selection of items is planned for later this year to further deepen their roots into DTC. (Marketing Dive, MediaPost)
