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BuzzFeed wants to think more like a retailer.
Judging that the surge in online shopping is here to stay—even as stay-at-home orders ease—the site is investing in creating a more proactive, intent-based shopping experience.
“The rationale is we know we drive a significant amount of demand through content, we have no intention of stopping that model, we want to close that loop and have people come back to BuzzFeed to shop by creating some sort of digital shopping mall,” said Nilla Ali, BuzzFeed svp of commerce.