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The Independent launches integrated shopping service

Lauretta Roberts
21 September 2022

The Independent has launched a new way to shop, dubbed "storyselling", which allows its readers to shop directly from its editorial content. This new service is facilitated via a partnership with one-click checkout provider Bolt

The news brand has employed Bolt's Checkout Everywhere service to enable readers to purchase products and services from its IndyBest articles without leaving The Independent's website.

Readers can simply add products to their cart and purchase them using a native checkout experience, meaning they not only stay on the website but they don't need to pass their data on to third parties. Bolt then works behind the scenes with the merchant, who receives the order and ships directly to the consumer.

Brands available directly through IndyBest via this new checkout technology include fashion brands Weekday, ARKET and Love Brand & Co. and beauty brands Facegym and Molton Brown, with many more to come.

The move is the latest in The Independent's growth strategy which has seen the news brand expand its e-commerce offering and diversify its revenue streams.

Commenting on the partnership, Sara Recalcati, Head of Affiliates and eCommerce at The Independent, said: “E-commerce is key for The Independent, and we see ‘storyselling’ - tying editorial reviews into shopping - as the future. We chose Bolt for this partnership because of its flexible, customisable technology, which means we can make the user experience as seamless as possible. By powering the shop with Bolt, we can let our readers make the most of our editorial content, and shop with great brands without leaving The Independent.”

Bolt CEO Maju Kuruvillla added: “The Independent is one of the most respected news brands in the world, and we couldn’t be more excited to help bring the power of shopping at the point of inspiration to its website. By enabling consumers to seamlessly shop from a curated collection of brands, Bolt Checkout Everywhere is helping to continue to enhance The Independent’s reader experience.”

The Independent was launched as a newspaper in 1986 and is now said to be the UK’s most read quality digital news brand and a top 10 news brand in the US. In 2016 The Independent closed its printed newspaper and began to focus solely on digital output.


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