Wired is deploying MasterCard technology that is designed to allow readers to purchase items directly from advertising and editorial content.

Called ShopThis! with MasterPass, MasterCard's digital wallet, the technology allows people to use their mobile devices to select items on a page, put that item in a digital shopping cart, and pay. Wired, a Conde Nast technology magazine, is scheduled to be the first publication to offer ShopThis!, starting with the magazine's November iPad edition on Oct. 15.

"As consumers embrace a more digital lifestyle, the way they shop and pay for things is changing. Today's consumer should not have to think about the shopping process—when they see what they want, they should be able to get it, as quickly as possible," said Garry Lyons, chief innovation officer for MasterCard, in an Oct. 8 press release.

ShopThis! was built in MasterCard Labs, a research center that helps the card network build technology that leverages payments for broader purposes.  

As readers navigate Wired's tablet edition, they can select products available for purchase via ShopThis!-enabled pages, which are fulfilled by Rakuten.com Shopping, an e-commerce site formerly known as Buy.com. Rakuten is ShopThis!'s first announced retail partner and was also one of the first to sign on with Visa's V.me wallet.

Subscribe Now

Authoritative analysis and perspective for every segment of the payments industry

14-Day Free Trial

Authoritative analysis and perspective for every segment of the industry