Why Content and Commerce Is Easier Said Than Done

By: Richard Bilton | Digiday

When Refinery29 opened its doors in 2005, the New York-based company was built on the content-and-commerce model, betting they would be able to seamlessly merge publishing and retailing.  

That didn’t stick. While commerce can make for a lucrative business, the reality is that chasing both commerce and content means serving two masters with two very different sets of demands.