Facebook, Twitter, Pinterest and Instagram have given rise to a new age of content creation, and while ecommerce startups are typically focused on selling online, increasingly they’re turning their attention to content as a means of building an audience. Content and commerce are no longer mutually exclusive, with companies profiling designers, blogging about how to use their products, and generally providing a more editorial slant to ecommerce sites.
In fact, content commerce startups like Refinery29 have been around since 2004, and between 2004 and 2011, dozens of other content commerce startups emerged up as well. But it wasn’t until mid-2011 that the market took a steep upward turn. Startups like One Kings Lane and Fab.com have grown exponentially by combining content and commerce, with newer entrants like Bourbon & Boots looking to follow in their footsteps.