WIRED’S SHOPPING PILOT: Wired’s tech-savvy readers are going to get a chance to shop on the magazine’s iPad app beginning with the November issue. The Condé Nast title will be the first publication to offer Mastercard’s ShopThis with MasterPass technology come Oct. 15 — allowing readers to purchase items featured in the magazine without leaving the page. According to Howard Mittman, vice president and publisher of Wired, 10 to 12 items will be for sale.

“Wired is hoping to gain some key learnings and consumer insights that will inform the e-commerce strategy moving forward,” Mittman said. “The ultimate goal is to deliver the ability to purchase from Wired seamlessly and this partnership with MasterCard represents the crucial first step.”

This story first appeared in the October 9, 2013 issue of WWD. Subscribe Today.

E-commerce operations will be fulfilled by global marketplace Rakuten.com — where all items will be placed in a single shopping cart. The shoppable products in the November issue will be in Wired’s Gadget Lab editorial section and a Holiday Gift Guide advertorial.

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