Condé Nast has become the first major publisher in Shop's curation program. The program previously included individual creators, brands and founders. Editors at Vogue, GQ, Architectural Digest, Allure, Condé Nast Traveler and Glamour will prepare weekly product collections for the app and Shop.com. Some collections are available already, and a larger release is expected in early November.
Condé Nast's websites will send consumers to Shop to buy selected products recommended by editors. Condé Nast will receive purchase commissions and broader performance-based incentives. The companies declined to reveal further financial terms. Products in the Shop collections must be available through Shopify. However, Condé Nast's websites will continue covering products sold by other retailers.
Shop vice president of growth Jess Jacobs said Condé Nast editors can give unfamiliar brands credibility and encourage shoppers to consider products those shoppers might otherwise overlook. Condé Nast and Shop are considering extending the partnership to more titles.
Condé Nast has been expanding commerce operations on company-owned properties and outside platforms. Condé Nast brought Vette, a creator commerce platform, out of beta in September. Lisa Aiken, Condé Nast's senior vice president of commerce, said repeat audiences generate 60% of the company's U.S. commerce revenue, highlighting loyal readers' value. Aiken said Condé Nast has moved away from measuring traffic toward assessing audience value and engagement.
Adweek reports that Condé Nast forecasts a shortfall exceeding $35 million against the company's fourth-quarter U.S. advertising target. However, a Condé Nast spokesperson disputed those figures and said full-year U.S. advertising revenue should finish near target. The spokesperson also said Condé Nast expects another year of growth in global revenue and profit.
Shopping platforms are enlisting established media brands and creators to encourage product discovery and buying. LTK formed a partnership with Sports Illustrated Swimsuit earlier this year. Amazon has licensed material from publishers, including Condé Nast and Hearst, to guide recommendations from Amazon's AI shopping assistant. Pinterest previously worked with Real Simple on a magazine issue that allowed readers to shop.
Condé Nast Joins Shop App's Curation Program with Weekly Product Picks
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Summary
Condé Nast has made a partnership announcement by joining Shop App's curation program, marking the first major publisher to collaborate on weekly product picks. Editors from Vogue, GQ, and other titles will create collections for the app and Shop.com. The deal includes purchase commissions and performance incentives, with a wider launch planned for early November. Products must be available via Shopify, though Condé Nast’s sites will still feature items from other retailers. Financial details remain undisclosed. This partnership announcement aligns with ongoing AI + crypto news trends in digital commerce.
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