Flipboard Becomes an Ecommerce Gateway with its New Catalogue Feature

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Flipboard, famous for making it easy to read webclips and magazines on mobile devices, flips over to ecommerce. In a recent blog post the team announced it will allow brands and users to create virtual product catalogues.

For starters the company allows users to flip through curated content with v-magazines such as “Modern Man,” “Beauty Bar,” “Home Sweet Home,” “The Pantry” and “The Active-ist”.

Several brands have also taken up the opportunity and have launched brand magazines. The thing is – these magazines allow users to browse through holidays offers and than shop. It’s safe to assume that Flipboard aims at something more than just content browsing.

Right now the company has enlisted Banana Republic, Birchbox, eBay, Etsy, Fab and Levi’s. Soon others will  join given the fact that Flipboard has more than 85 million users (a rather interesting market), with 1 million of them actively creating and curating magazines.

Flipboard closing into Pinterest

Remember when we talked about how Pinterest is killing it in terms of ecommerce referral traffic? It seems that Flipboard has also taken up the model and lets users collect products using this handy-dandy little bookmarklet that allows users to collect and share their favorite products.

A mobile commerce gateway to lovable goods

Flipboard is one of the most popular mobile apps around  and not just in terms of number of users. Its 1 million personalized magazines has led to change in user behavior. Almost 50% of all users now read personalized magazines created by less than 1%. The time stamps are interesting also: most reading is done in the morning (9 AM – kinda like a morning newspaper), magazine updating is done in the afternoon and most sharing is done in the evening.

So far their unpaid editors were not able to make an actual living curating the magazines but who knows – The new commercial magazines might change the way we look at Flipboard.

With over 1 million editors, 85 million users and a lot of nice products out there Flipboard can maybe become the mobile Pinterest. There is a need for socially curated ecommerce stores, Pinterest is a success so far in terms of ecommerce interest and mobile is on the rise. Say hello to the new Ecommerce Gateway.

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