Launches E-Commerce Capability


Under a new partnership, Quidsi-owned will power e-commerce on, the online arm of Conde Nast's Allure magazine. The integration will allow users to buy health and beauty products featured in articles and reviews throughout the site through rather than linking to manufacturer sites.

Pricing information and a "buy it now" button will appear on product pages that come up when users click on branded items mentioned within articles. These pages include basic information, including what it does, key ingredients, and why it is recommended. All are collected under a tabbed section on the home page.

Allure says all products on its site have been researched and tested by its editors and vetted by the magazine's expert panel of cosmetic chemists, dermatologists, makeup artists and hairstylists. The new e-commerce component will be accompanied by a refreshed design for, which says it averages 21 million page views and 1.2 million unique visitors per month.



Users can save products to a favorites list or click the "buy' button to begin filling a shopping cart that will follow them through the site. At checkout, they will be taken to a co-branded page on, which sells high-end brands including Bliss, Philosophy and Dermalogica. It will also offer mass-market beauty products through its sister site. If they are not already registered on,, visitors have to do so before making a purchase.

The site promises all products will arrive in one or two days, with same-day delivery for New York City orders and free shipping on all orders over $39. Katina Mountanos, site director for, said is the first third-party site for which it is providing the e-commerce back end. "If it works out well, we're open to exploring other opportunities," she said.

Mountanous declined to comment on finanical details of the partnership with Allure. Parent company Quidsi -- which in addition to and also owns and -- was acquired last November by Amazon for a reported figure of about $500 million.


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