MasterCard teams up with Wired to offer ‘in-content purchasing’

MasterCard has teamed up with Wired magazine to offer a one-touch shopping experience, right from its iOS device. This “in-content purchasing” concept allows consumers to buy the products they are reading about directly from advertising or editorial content, without ever leaving the page itself.

Beginning with the November tablet edition of Wired (available Oct. 15), readers will be able to realize this new shopping experience via ShopThis! with MasterPass and purchase multiple products through a single shopping cart, allowing for a streamlined checkout experience.

“As consumers embrace a more digital lifestyle, the way they shop and pay for things is changing. Today’s consumer should not have to think about the shopping process — when they see what they want, they should be able to get it, as quickly as possible,” said Garry Lyons, chief innovation officer for MasterCard. “ShopThis! with MasterPass turns this into a reality — you see a product, click to put it in your shopping cart, and check out — simply and safely.”

Wired, a Condé Nast brand, is the first publication to offer the ShopThis! with MasterPass technology to its readers. As consumers explore the pages of Wired’s tablet edition on the iPad they can select products available for purchase via ShopThis! enabled pages, which are fulfilled from Rakuten.com Shopping, the first official retail partner.

“The ShopThis! with MasterPass technology allows us to experiment with how readers can go from product discovery to ownership, without ever putting the issue down,” said Howard Mittman, VP and publisher of Wired. “Our goal is to deliver the ability to purchase from Wired seamlessly, and this relationship represents a crucial first step in converting our content to commerce.”