ShopThis! With MasterPass Reimagines Content Monetization

We might be entering a new era of online shopping with something MasterCard and Conde Nast’s Wired are calling “in-content purchasing.” These two companies have partnered to allow consumers to purchase the products they are reading about straight from their favorite editorial pages without even having to leave the page, turning a magazine into a virtual store. It is very simple: you see a product you want, you click on it, put it in your cart and voilà!

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ShopThis! with MasterPass is one of several products currently being incubated within MasterCard Labs, MasterCard’s innovation and R&D division.

“As consumers embrace a more digital lifestyle, the way they shop and pay for things is changing. Today’s consumer should not have to think about the shopping process – when they see what they want, they should be able to get it, as quickly as possible,” said Garry Lyons, Chief Innovation Officer for MasterCard.

Shoppers can begin experimenting with ShopThis! in November, as WIRED, a Condé Nast brand, becomes the first publication to offer its readers the opportunity to buy the products they are reading about via their iOS tablet. Pages will be fulfilled from Rakuten.com Shopping, the first official retail partner.

For more on MasterCard and Conde Nast’s announcement, read the full press release here.