Goop, Glossier and Food52 all built product companies on the back of a preexisting editorial platform with a loyal audience, transforming readers into shoppers who hungered for more participation in the brand. But the level of product expertise will play a crucial role in the success of these digital publishers-turned-ecommerce-platforms.

This section of Medium of Exchange: The promise and perils of mixing content with commerce, is accompanied by the following sections:

Visit the Medium of Exchange Report homepage for more lessons from the consumer brands turning to editorial content and the media publishers looking to commerce.

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