Goop Introduces Digital Shopping In Canada


Goop has announced that it is extending its physical goop MRKT Toronto pop-up to digital shoppers in the Canadian market.

The digital shopping experience will be powered by Mastercard and Next Retail Concepts, allowing shoppers to browse and buy online as if they were in the physical store.

Founded by Gwyneth Paltrow, goop is a lifestyle brand focused on six key areas: wellness, travel, food, beauty, style, and work. Through September 22, a shopper can virtually navigate through a three-dimensional version of goop MRKT Toronto, interact with their favorite products, and engage with content created by goop. Some of the products available for purchase include goop’s line of G. Label apparel and swim; G. Sport activewear; high-performance, clean skin care; and bath and body essentials.

“Consumers today expect a seamless, customized shopping experience across any channel or device,” Stephane Wyper, senior vice president of new commerce partnerships and commercialization at Mastercard, said in a press release. “At Mastercard, we’re committed to using our products and services to create solutions for retailers to help them meet these growing demands. Together with partners like Next Retail Concepts, we are continuing to evolve eCommerce to bring the physical store to life in an immersive, digital environment, all while enabling seamless payment and exclusive offers for our cardholders.”

“We are excited to partner with goop to provide a platform that allows the goop consumer to shop in a fully experiential environment that brings the brand’s story to life in a compelling new way and allows consumers to shop the virtual store across any accessible device,” added Neil Cole, CEO of Next Retail Concepts. “Mastercard and goop are forward thinking partners who share in our vision of transforming the eCommerce experience,” Cole added.

Mastercard will also offer its cardholders the opportunity to experience goop with exclusive benefits, including exclusive access to events at goop MRKT Toronto such as meditation classes, private shopping, and more.


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