When it comes to e-commerce, some publishers aren’t shying away from doing some of the dirty work themselves.
Women’s lifestyle site PopSugar made the jump into commerce in 2012 with Must Have, a $40-a-month-subscription box that today accounts for 20 percent of its revenue. The twist: Rather than outsource the entirety of the operation to third-party vendors, PopSugar handles all of its merchandising, marketing and customer support in-house.
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