May 30, 2023

Publisher Monetization With An Ecommerce Marketplace: Innovating Beyond Ads and Subscriptions

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As a digital publisher, you know the ongoing challenge of finding effective ways to monetize your online properties. Traditional revenue streams like subscriptions, advertising, and affiliate marketing often fail to provide sustainable and satisfactory results. 

However, a new solution is emerging that allows publishers to break free from the limitations of these conventional models. Introducing Vendo, an all-in-one ecommerce marketplace solution designed specifically for online publishers' needs.

Why rely on advertising revenue, which is often seasonal, unreliable, and frustrating for users, when better alternatives are available? Vendo empowers publishers to monetize their brands, content, and audience directly by establishing a dropshipping marketplace featuring products from various Shopify brands under their own brand. 

This approach enables publishers to curate a product catalog that aligns with their niche and audience, combining their storytelling prowess with the power of ecommerce.

Get ready to revolutionize your publisher monetization strategies with Vendo, the game-changing solution designed to innovate beyond ads and subscriptions.


The Limitations of Traditional Publisher Monetization Models

Digital publishers have relied on various monetization models, including subscriptions, digital ad revenue, and affiliates. However, these traditional approaches come with their own limitations and challenges. Let's delve into some of the drawbacks faced by publishers who rely solely on these models.

1. Challenges of relying on ads:

  • Ad blockers and ad blindness: The increasing use of ad-blocking software by internet users poses a significant challenge for publishers. Ad blockers prevent ads from being displayed, resulting in lost ad impressions and decreased revenue. Additionally, even when ads are visible, users often develop ad blindness and ignore or mentally filter out advertisements, reducing their effectiveness.
  • Ad fatigue and user experience issues: Certain ad formats, such as pop-ups, interstitials, or autoplay videos, can be intrusive and disrupt the user experience. This can lead to user frustration, increased bounce rates, and diminished user engagement on the website.
  • Lack of control over ad content: Publishers relying on programmatic advertising often have limited control over the specific ads displayed on their platforms. In some cases, irrelevant, low-quality, or even offensive ads may appear, compromising the publisher's brand image and user experience.
  • Ad revenue volatility and dependency: Ad revenue can be highly volatile, fluctuating based on factors like seasonality, economic conditions, and changes in advertiser budgets. Publishers may experience significant revenue fluctuations, making predicting and stabilizing their income challenging. Additionally, relying heavily on ad revenue alone can create dependency on a single revenue stream, increasing vulnerability to market changes.
  • Ad fraud and invalid traffic: The digital advertising ecosystem is prone to ad fraud, including click fraud, impression fraud, and bot traffic. Publishers may inadvertently display fraudulent ads, leading to wasted ad spend and potential damage to their reputation.

2. Drawbacks of paywalls and subscription-based models:

  • Limited reach and accessibility: Subscription models can create barriers to accessing content, limiting the potential audience reach and inhibiting growth opportunities.
  • Pricing challenges and user resistance: Setting the right subscription price that balances revenue generation with user acceptance can be challenging.
  • Competition from free alternatives: The digital landscape offers an abundance of free content, making it increasingly challenging for publishers to compete against freely available alternatives. Users may opt for free content options, leading to a potential loss of subscribers and revenue.
  • Reduced engagement and social sharing: Paywalls can restrict content engagement and sharing, as users may hesitate to share or recommend content that others cannot access without a subscription. This can limit the potential for organic growth through social sharing and referrals.
  • Tendency to bypass paywalls: A significant percentage of consumers actively try to circumvent digital publishers' paywalls. Recent data reveals that:
  • 53% of consumers admit to attempting to get around paywalls without paying.
  • 69% intentionally avoid clicking on links leading to websites they know implement paywalls or registration walls.
  • 53% of individuals indicate that they leave websites asking for personal information to access content.
  • 70% of subscribers have been known to take advantage of free trials with no intention of becoming paying customers once the trials expire.

These behaviors demonstrate the challenges paywalls face in effectively capturing and retaining a loyal audience.


3. Drawbacks of using affiliate links:

  • Privacy concerns and regulations: With the growing emphasis on data privacy and regulations like GDPR and CCPA, publishers using affiliate links must navigate user data handling and consent complexities.
  • Google phasing out cookies, Apple's Intelligent Tracking Prevention (ITP), and browser changes: Recent developments in browser policies, such as Google's plan to phase out third-party cookies and Apple's ITP, have raised concerns about affiliate links' effectiveness and tracking capabilities.
  • Reliance on third-party platforms and networks: Publishers engaging in affiliate marketing often depend on third-party platforms and networks to manage their affiliate relationships and track conversions. This reliance introduces a level of uncertainty and potential vulnerability, as changes in platform policies, commission rates, or the closure of affiliate programs can directly impact the publisher's revenue stream.
  • Low commissions: Many affiliate programs, such as the Amazon Affiliate program, offer commissions as low as 2-4% in most categories. This limited commission structure can be a barrier to earning substantial revenue, especially for publishers with high traffic or sales volumes.
  • Potential for conflicts of interest and bias: Publishers may face conflicts of interest when promoting products or services through affiliate marketing. They may be incentivized to prioritize products with higher commission rates over those that genuinely serve their audience's best interests. This can compromise their editorial integrity and erode trust with their readers or viewers.
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While these traditional monetization models have their merits, digital publishers need to explore innovative alternatives that can overcome these limitations and unlock new revenue streams.


Unlocking Revenue Potential: Advantages of Diversifying with an Ecommerce Marketplace

Embracing an ecommerce marketplace presents a transformative opportunity to break free from the constraints of traditional revenue models.

Advantages of Diversifying Revenue through an Ecommerce Marketplace

  1. Monetization Potential Beyond Traditional Channels: With Vendo, publishers can say goodbye to the complexities and limitations of relying on multiple third-party ad networks and affiliate programs. By leveraging Vendo comprehensive platform, publishers gain full control over their monetization strategy without the need for intermediaries.
  2. Higher commission rates: By bypassing intermediaries, publishers can set their own commission rates, allowing them to maximize their earnings. With Vendo, commissions can reach higher levels, 20-30% or even more. This increased revenue potential empowers publishers to extract more value from their content and audience engagement.
  3. Strengthened Audience Relationships: An ecommerce marketplace provides publishers with an opportunity to establish a direct connection with their audience. By offering products aligned with their brand and audience preferences, publishers can build trust, loyalty, and a stronger relationship with their readers or viewers. This deeper connection can translate into increased customer retention, advocacy, and a higher lifetime value per customer.
  4. Enhanced User Engagement and Monetization Potential: With an ecommerce marketplace, publishers can seamlessly integrate product recommendations and curated collections into their content. This not only increases user engagement but also presents monetization opportunities through product promotions, cross-selling, and upselling. By offering relevant and valuable products, publishers can better serve their audience while generating additional revenue.
  5. Better Control over Products and Customer Experience: Unlike traditional affiliate marketing, an ecommerce marketplace empowers publishers to have more control over the products they promote. Publishers can curate a selection of high-quality products that align with their brand and audience, ensuring a consistent and positive customer experience. This level of control helps build trust with their audience and strengthens their overall brand identity.
  6. Increased Flexibility and Scalability: Ecommerce marketplaces provide publishers with the flexibility to adapt and scale their business according to market demands and audience preferences. Publishers can easily add new products, adjust pricing, and experiment with different monetization strategies. The scalable nature of ecommerce marketplaces allows publishers to grow their revenue in tandem with their audience and market reach.
  7. Data and Insights for Optimization: Ecommerce marketplaces provide valuable data and insights that publishers can leverage to optimize their monetization strategies. Publishers gain access to analytics, customer behavior patterns, and purchasing trends, enabling them to make data-driven decisions for content creation, product selection, pricing, and marketing efforts. This data-driven approach can lead to more effective monetization and revenue maximization.

By diversifying revenue through an ecommerce marketplace, publishers can harness these advantages to not only increase their monetization potential but also create a more sustainable and resilient business model. The integration of an ecommerce marketplace empowers publishers to innovate beyond ads and subscriptions, driving revenue growth and fostering stronger audience relationships.


Streamlining Your Ecommerce Marketplace with Vendo

When it comes to monetizing your online properties with an ecommerce marketplace, Vendo is your go-to solution. With Vendo, publishers can expand beyond traditional revenue models and tap into the lucrative world of dropshipping under their own brand.

This all-in-one platform streamlines the entire process, from vendor onboarding to buyer payments and seller payouts, providing a hassle-free experience for publishers looking to diversify their monetization strategies.

The Benefits of Vendo for Digital Publishers:

  • Automated dropshipping business: Vendo takes care of vendor onboarding, product synchronization, buyer payments in over 135 currencies, seller payouts, reporting, and invoicing, freeing up your time and resources.
  • Effortless product catalog curation: With Vendo merchandising tools, you can easily curate and customize your product catalog, ensuring a seamless and on-brand buying experience for your audience.
  • Enhanced buyer experience: Vendo offers smooth product discovery and search functionalities, a wide range of payment methods, and optimized shipping cost calculation, guaranteeing excellent customer satisfaction.
  • Easy supplier management: Vendo simplifies supplier onboarding, automates product sync using their preferred method, and facilitates easy payouts, keeping your suppliers happy and engaged.
  • No upfront cost: Get started with Vendo ecommerce marketplace without any initial financial investment, allowing you to explore new revenue opportunities without risk.
  • Complete control over branding and customer experience: Customize your storefront, transactional emails, and overall marketplace appearance to align with your brand identity, ensuring a cohesive and engaging customer experience.
  • No technical knowledge required: You don't need extensive technical expertise to set up and manage your marketplace on Vendo. The platform offers a user-friendly interface that makes it easy to navigate and operate, even for non-technical users.
  • Dedicated support from the Vendo team: Receive ongoing assistance and support from the Vendo team, ensuring that you have guidance and expertise at your fingertips whenever you need it. Our team is committed to your success and will help you make the most of your marketplace.

With Vendo as your trusted partner, you can unleash the potential of ecommerce marketplaces, monetize your brand, content, and audience directly, and revolutionize your publisher monetization strategies with ease and efficiency. 

Some digital publishers have already adopted marketplaces as their primary content and community monetization strategies, leveraging the power of Vendo to facilitate seamless operations and maximize revenue.

Monetizing Gen-Z Audiences: Woo's Case Study with Vendo

One notable success story is Woo, a Gen-Z media brand in the UK backed by a major TV broadcaster. Woo recognized the limitations of relying solely on advertising revenue and turned to Vendo ecommerce marketplace dropshipping platform to diversify its monetization strategy. 

With Vendo, Woo created a wellness marketplace that offers over 150 domestic wellness brands and allows users to shop by mood, breaking free from traditional revenue models. By partnering with Vendo, Woo was able to establish a unique and captivating shopping concept that resonated with its audience while generating revenue from product sales. 

The seamless integration of Vendo platform empowered Woo to curate a selection of sustainable and ethically sourced products, providing its users with a feel-good shopping experience.


With Vendo, publishers have access to an all-in-one marketplace solution that streamlines the process of launching a multi-brand dropshipping ecommerce business. Within days, publishers can transform their online properties into thriving marketplaces, offering a wide array of products that resonate with their audience. By embracing this innovative approach to monetization, publishers can break free from the limitations of traditional revenue streams and unlock new levels of success.


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