Mobile shopping via ShopStyle

For anyone who’s a regular user of the ShopStyle fashion search platform (and I’m one), there’s an interesting development due in Q2 as it transforms into a fashion marketplace with the launch of new shopping cart service ShopStyle Checkout.

Parent company Popsugar said the aim is to enable consumers to purchase products from multiple retail partners in a single seamless transaction using one login.

The launch will be via ShopStyle’s iOS app and it will roll out across all the brand’s platform’s as well as 14,000 ShopStyle Collective influencer sites by year-end, Popsugar said.

Popsugar doesn’t intend that ShopStyle becomes an actual retailer itself, and the retail partners it signs up will remain the ‘merchant of record’.

So far it’s named a number of partners, including big hitters like Topshop and River Island, Target, Neiman Marcus and Yoox.com.

It could be pretty amazing – it will launch with over 3.4m products and expects to have over 100 retailers on board by the end of this year.

It’s certainly got a dynamic team behind it. Popsugar is one of those businesses that grew out of the digital revolution. Founded a decade ago as a blog by husband and wife Brian and Lisa Sugar, the media and tech company targeting Millennial women is profitable and now has combined visitor traffic of 100m.