There was a time when commerce and content were two very different things.
Today, however, the world looks a little different.
Digital shoppers don’t just stick to one platform—they bounce between social media platforms, open web publishers, and digital shopping platforms before making a decision.
This new purchase paradigm might seem complex, but it’s actually a golden opportunity for brands, retailers, and publishers to influence buying decisions beyond the traditional web and mobile app channels.
Brand investment in commerce content has surged, with influencer marketing alone growing over 20% from 2018 to 2023, hitting $26 billion last year. This growth shows how crucial commerce content is for brands looking to connect with audiences through integrated, engaging shopping experiences.
So, what exactly is commerce content?
Commerce content is editorial content created by publishers in collaboration with brands to help consumers discover, understand, and research products.
It’s a win-win—publishers get to educate and engage their readers while brands get valuable product exposure in a trusted context. This approach lets brands reach shoppers at every stage of the buying journey, from discovery to purchase. Plus, for publishers, commerce content supports SEO and boosts revenue through affiliate links and other monetization tools.
For consumers, it means getting trusted product insights right where they’re already reading—just a click away from a purchase. With more shoppers going digital, commerce content cuts through the noise of endless product options and helps guide buying decisions.
Types of commerce content include:
- Buyer’s guides. Help consumers explore product categories with top picks and expert recommendations. Ideal for the discovery and consideration stages.
- Product reviews. These offer deep dives into specific products, with pros, cons, and use cases. Good for lower-funnel decision-making.
- Product comparisons. Show side-by-side features to help consumers make more informed purchasing decisions at the consideration and lower-funnel stages.
- Roundup articles. Curated lists of products within a category, often including expert reviews and editorial opinion, for straightforward product discovery.
- Deal alerts. Timely updates on discounts, sales, and promotions for various products, helping consumers take advantage of the best offers.
- Influencer marketing. Collaborations with influencers to promote products to their followers on either social media platforms or articles and blog posts.
Why publishers and brands need commerce content
Commerce content has transformed the publishing space—and the statistics are there to prove it.
- Digital publishers who implemented commerce content strategies reported a 30% increase in revenue (source).
- Commerce content is already a leading revenue source for two-thirds of publishers, with commerce content making up more than one-third of US publisher’s revenue (source).
- Influencer marketing saw a 20.6% rise in 2023, totaling $11.91 billion (source).
These figures underscore the significant revenue implications of adopting a commerce content strategy for publishers, including increased revenue and enhanced consumer engagement. Indeed, the rise of commerce content is becoming apparent with affiliate marketing programs now accounting for ~10-20% of a web publisher’s revenue.
Commerce content is driving similar benefits for brands and retailers.
High quality content developed to inform consumers through the consideration process (think: best-of lists, product comparison articles, etc.) have been shown to result in a 15% click-through-rates to ecommerce sites via affiliate links. For content that is consumed just before a purchase such as detailed product reviews, which shoppers use to validate purchases), high quality content can see click through rates north of 30% to ecommerce sites through the publisher’s affiliate marketing links.
Building a commerce content strategy
There’s no doubt that implementing a successful commerce content strategy takes an investment in time and resources. But the truth is, it pays off.
Publishers already have the audience and editorial chops to create engaging, trusted content that boosts the shopping journey. Brands and retailers can supply the imagery and info needed to make that content both informative and attractive to consumers.
By working together, publishers and retailers can produce buyer’s guides, reviews, and sponsored content that aligns with editorial values while driving top line GMV and new customers for strategic retail partners. With tools like shoppable ads, affiliate links, and influencer partnerships, they can create a complete commerce content ecosystem that benefits everyone involved.
The cost of “wait and see”
Social media might dominate the commerce space, but publishers bring something unique: trust.
Publishers have a pivotal advantage in this ability to provide consumers with valued, vetted information, which can be used to inform purchasing journeys. Publishers need to understand the unique value that only they can provide to shoppers. By doing so, they can quite quickly implement a basic commerce content strategy and grab their share of this lucrative market.
Commerce content is a massive opportunity for publishers to ramp up monetization and create meaningful consumer connections. With the right approach—and partners like Commerce Grid—publishers can tap into new revenue streams and adapt to the digital marketplace.
If you’re a publisher, don’t sit on the sidelines: Jump into commerce content and secure your foothold in the future of online shopping.
