BuzzFeed Ventures Into Ecommerce-enabled Content

After some successes with native content advertising, BuzzFeed is moving into new territory. Earlier this week, the viral content site debuted its first foray into ecommerce-enabled content with a L’Oreal sponsored post that features a click-to-buy link for readers to purchase products that are relevant to the post. Such integration could help BuzzFeed and the sponsors better quantify the impact of branded content, but whether it can successfully drive up digital sales remains to be seen.