Vogue and GQ editors will curate shopping collections on Shopify's Shop app

Condé Nast is partnering with Shopify to bring curated shopping collections to Shopify’s Shop app, the companies told Axios in an exclusive report on Thursday.

How it works

• Editors from Vogue, GQ, Architectural Digest, Allure, Condé Nast Traveler and Glamour will curate weekly collections that appear in the app and on Shop.com.
• Condé Nast websites will also send readers to Shop to complete checkout for selected products that editors recommend.
• Some collections are already live, with a larger drop expected in early November.
• Products in the Shop collections must be available through Shopify, but Condé Nast’s own coverage will keep featuring products from other retailers.

Why it matters

Condé Nast is the first major publisher to join Shop’s curation programme, which previously featured individual creators, brands and founders. According to Axios, publishers are trying to diversify revenue beyond advertising as AI erodes their web traffic. Condé Nast will earn commissions on purchases plus performance-based incentives; the companies did not disclose other financial terms.

Editors can help shoppers discover unfamiliar brands by lending them credibility, said Jess Jacobs, Shop’s vice president of growth, as paraphrased by Axios.