Digital publisher Stylecaster.


ALL-IN-ONE CART: Digital media site Stylecaster is getting smart about its cart.

The site — a provider of content all things fashion, beauty and entertainment for Millennials — has been on a tear since a major overhaul at the company that included additions to its editorial, sales and marketing teams along with a redesigned site and mobile improvements among other tactics rolled out this year.

The latest effort is a tweak to the New York-based firm’s shopping functionality online. Users had the ability to buy from the site since its inception in 2008, but that functionality has gone though multiple iterations over the years, said editor in chief Jessica Teves, who joined the company last year from Style.com, where she was site director.

The technology allows users to place multiple items in a universal shopping cart and remain on Stylecaster, flipping from one article to the next — a key development, pointed out Teves. “You get to shop within the experience that is essentially an editorial one,” she said.

Fulfillment is handled by the brands themselves, with Stylecaster holding no inventory.

The launch of the technology solution by Bringhub, which specializes in helping publishers add a commerce component to their sites, makes about 65 percent of the content on Stylecaster shoppable. That will continue to scale over time, according to Teves.

The cart also arms the company with more information to potentially package for advertisers, allowing relevant product promotions to pop up depending on what items are placed in the cart, which Teves said allows the company to “work with advertisers in a more integrated way.”

Stylecaster is part of digital media firm SheKnows Media, which acquired the Stylecaster group of brands in 2014 in a bid to attract business in the fashion and beauty arenas. SheKnows today operates a portfolio of sites aimed at women that range in content from parenting tips and food to DIY projects and fashion. Those sites include its namesake along with BlogHer, DailyMakeover, HelloFlo and DrinksMixer.

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