{"id":226855,"date":"2025-09-24T12:41:35","date_gmt":"2025-09-24T10:41:35","guid":{"rendered":"https:\/\/ipmark.com\/?p=226855"},"modified":"2025-09-24T16:57:59","modified_gmt":"2025-09-24T14:57:59","slug":"conde-nast-apuesta-por-el-social-commerce-con-vette","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=226855","title":{"rendered":"Cond\u00e9 Nast apuesta por el social commerce con Vette"},"content":{"rendered":"<p><strong>Cond\u00e9 Nast ha anunciado el pr\u00f3ximo lanzamiento de Vette, una plataforma digital de comercio impulsada por inteligencia artificial que ver\u00e1 la luz a comienzos de 2026.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha informado la firma estadounidense, el proyecto busca impulsar un modelo de \u2018creator commerce<\/span><i><span style=\"font-weight: 400;\">\u2019<\/span><\/i><span style=\"font-weight: 400;\"> a gran escala, en el que los creadores podr\u00e1n dise\u00f1ar y gestionar sus propias tiendas digitales y monetizar su influencia a trav\u00e9s de un sistema de reparto de ingresos. <strong>Por el momento, se lanzar\u00e1 en Estados Unidos a comienzos del pr\u00f3ximo a\u00f1o,<\/strong> <strong>aunque se desconoce cu\u00e1ndo llegar\u00e1 a Espa\u00f1a.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">La compa\u00f1\u00eda, editora de t\u00edtulos como Vogue o Vanity Fair, enmarca esta iniciativa dentro de la expansi\u00f3n de su negocio de comercio, que ha experimentado un crecimiento continuado en los \u00faltimos cinco a\u00f1os. \u201cAhora, estamos construyendo sobre esa base con Vette, un modelo que ayuda a los creadores a prosperar y a las marcas a fortalecer su conexi\u00f3n con los consumidores\u201d, ha se\u00f1alado en el comunicado <\/span><b>Roger Lynch<\/b><span style=\"font-weight: 400;\">, consejero delegado de <\/span><b>Cond\u00e9 Nast.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">La plataforma ofrecer\u00e1 a los creadores herramientas de <\/span><b>merchandising y marketing basadas en IA<\/b><span style=\"font-weight: 400;\">, con las que podr\u00e1n curar productos, obtener informaci\u00f3n de contenidos y escalar sus ingresos manteniendo la relaci\u00f3n directa con sus audiencias.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Permitir\u00e1, en concreto, <strong>comercio a escala,<\/strong> respaldado por la presencia global y el conocimiento en el sector Moda de Cond\u00e9 Nast;<strong> nuevos canales de distribuci\u00f3n para las marcas<\/strong>, que podr\u00e1n llegar a comunidades de consumidores mediante creadores de contenido de confianza, explican; y la <strong>opci\u00f3n de acogerse a un modelo de ingresos compartidos<\/strong>, con atribuci\u00f3n mejorada y nuevas fuentes de monetizaci\u00f3n a trav\u00e9s de retail media y colaboraciones con marcas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El proyecto e<strong>star\u00e1 liderado por <\/strong><\/span><strong>Lisa Aiken, <i>executive fashion director<\/i><\/strong><span style=\"font-weight: 400;\"><strong> de Vogue y vicepresidenta s\u00e9nior de comercio en Cond\u00e9 Nast<\/strong>. Aiken explic\u00f3 que la visi\u00f3n detr\u00e1s de Vette es \u201credefinir c\u00f3mo compran las personas, uniendo voces de confianza, marcas globales y herramientas de IA en una plataforma de mercado impulsada por contenidos\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La directiva a\u00f1adi\u00f3 que la plataforma se concibe como \u201cun ecosistema donde los creadores son due\u00f1os de sus negocios, las marcas encuentran nuevos canales de crecimiento y los consumidores descubren productos a trav\u00e9s de voces culturales en las que conf\u00edan\u201d.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lanzar\u00e1 a comienzos de 2026 una plataforma que permitir\u00e1 a los influencers crear sus propias tiendas y monetizar su influencia a trav\u00e9s de un sistema de reparto de ingresos. <\/p>\n","protected":false},"author":29,"featured_media":226857,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2154,50],"class_list":["post-226855","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-ecommerce","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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