Website iVillage.co.uk, an information network that targets women, has partnered with shopping aggregator sites Mydeco.com and ShopStyle.co.uk to integrate products within its content pages.
Products from many high street brands will be displayed within an iVillage Recommends section on each page of content. Products will be chosen based on keywords and will be displayed against content on pregnancy, parenting, diet and fitness, beauty and fashion.
The iVillage website recorded 1.75 million unique users in May.
IVillage business development and marketing manager Lulu Phongmany said that the site’s new shopping strategy has been created to capitalise on the growing importance of content to online shopping. She said: “The new approach attempts to replicate the way that women talk about products with their girlfriends. In this scenario, iVillage.co.uk plays the role of the ‘girlfriend’ who makes purchase recommendations. This fresh approach to e-commerce is one that will form a new and innovative way to merchandise product on the site.”
Mydeco.com aggregates products from 1,000 homewares retailers, while ShopStyle.co.uk works with 85 fashion and beauty retailers including New Look and Miss Selfridge.