Dwell Media Launches Online Store

Will integrate content, commerce

Dwell Media is going all in on e-commerce with a new online store that officially launches today.

The upscale shelter brand has dabbled in commerce before, selling Dwell-branded prefab houses and partnering with flash-sale site Gilt Groupe, but this initiative marks the first time Dwell developed the technology and is procuring the inventory itself.   

Publishers initially delved into e-commerce with some trepidation. Selling products would put them in direct competition with their advertisers. Going through a third-party affiliate would limit the financial risk, but reduce the upside, too.

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