IQ News: Shop ’til You Cop: E!-comm Site Targets Entertainment Junkies

Can’t find another one of that long-lost Bee Gees lunchbox? Now there’s hope.
E! Online, Los Angeles, the Web site property of E! Entertainment Television, today will launch a new commerce site selling both new licensed goods and collectibles from the entertainment world.
The site,, is meant to sell “everything entertainment” according to its manager Peter Sheinbaum. Sheinbaum came to the company after creating the site’s business model as his MBA thesis last year at UCLA’s Andersen School.
In addition to selling all manner of pop culture items, from T-shirts to movie posters, the site features original entertainment content “for content’s sake,” Sheinbaum said. It will, however, provide merchandise tie-ins with E! Online Webcasts of movie premieres and Hollywood events, and CDs and videos where contextually appropriate. For instance, a story about Leonardo DiCaprio might have links alongside allowing people to buy “Titanic”-themed items. is the exclusive video seller for the site.
Sheinbaum said the main advantage the site has over other commerce ventures in the category is its ability to sell licensed goods from competing movie studios and networks, many of which sell merchandise on their own sites. “Other sites are limited by brand,” he said.
The site will be supported by an on- and offline campaign, including promotions on the TV network, print ads in consumer magazines and banners on portals and entertainment sites.
Ken Cassar, an analyst with New York-based Jupiter Communications, said: “The advantage that E! Online has is that it’s essentially a content site and they have a lot of people interested in entertainment going to the site … It’s kind of about focus, kind of a direct marketing concept.”