PureWow is set to launch a live-shopping series called WowShoppes on TikTok Live, marking a significant entry into the social commerce field. This initiative aligns with several other new ventures PureWow is rolling out for its 15-year anniversary, including a website redesign and a new shopping-focused newsletter. With the live-commerce market projected to grow significantly, PureWow aims to leverage its shopping-driven content expertise and customer data to successfully navigate this burgeoning space and positively impact its revenues.
"We feel that because of PureWow's expertise in shopping, we can be the first publisher to lean into this successfully," Hardwood said. "TikTok Shops has transformed this market, and consumer behavior has shifted in response."
The venture is one of several new initiatives PureWow has planned to mark its 15-year anniversary, according to Ryan Harwood, the chief executive of parent company Gallery Media Group.
WowShoppes is an attempt to tap into the booming live-commerce market, which grew to roughly $11.6 billion in 2023, according to data firm Grand View Research.
Despite this growth, the market has proven challenging for publishers to crack. But PureWow has built a business around shopping-driven content-as well as a track record of ambitious experimentation.
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