Executive Briefing

Bon Appétit’s new e-commerce Market and the future of media

The food magazine could easily work as a store. But can owner Condé Nast pull it off?

Bon Appétit, the food magazine owned by Condé Nast, has quietly launched a new e-commerce shop called the Bon Appétit Market. Tagline: “Shop the ingredients, utensils, and appliances our editors swear by.”

It currently sells a small selection of cookware products and pantry items from vendors that you might classify as “DTC brands.” These include a GIR spatula, spices from Diaspora Co., condiments from Fly By Jing, and olive oil from Brightland.

Bon App, like many publishers, has long played in the affiliate marketing game, sending its readers to e-commerce merchants in exchange for a modest commission.

But this is a real store, hosted by Shopify.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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