Enabling readers to buy directly from magazines or newspapers is slowly going to become the industry standard, as revenues from print continue to slip.
Last year Ikea re-imagined their catalog via a special visual recognition app that brought its pages and offerings within to life. Now Marie Claire has taken it one step further by letting their readers use the Netpage app to interact with its printed pages, clip, save, share, watch and buy.
The Netpage app is described as using a combination of image recognition, augmented reality and digital twin technology. Hence no special codes, watermarks or special printing processes are required. In this context, “digital twin” is used to describe a digital counterpart of each page that can be recognized and linked to interactive layers.
Shoppable print, without QR code clutter
Shoppable print is the fusion of editorial content and commerce, where a reader can move from “I want that” to checkout directly from the page. The key difference here is interaction that is designed to feel native to reading. Not bolted on as a separate scanning ritual.
Why this matters for magazines and brands
Once print becomes tappable, the page stops being an endpoint. It becomes a trigger for a whole set of actions, saving for later, sharing with friends, watching richer product context, and buying immediately.
That shift reframes the business model. The magazine is no longer only monetized by ads and subscriptions. It can also participate in the transaction path.
What to steal if you publish or sell through content
- Design interaction as a reading behavior, quick actions that fit the moment, not a separate “tech demo.”
- Reduce visual noise, if recognition can be invisible, the page stays premium.
- Offer multiple intent paths, not everyone wants to buy now, but they might save, share, or watch.
- Make the jump from inspiration to action short, the fewer steps, the more commerce you unlock.
The future is all about content being fused with commerce so that it’s a quick step from reading about an item to buying it. So get ready!
A few fast answers before you act
What does “interactive print” mean here?
It means a printed page can be recognized by a phone app and instantly connected to digital actions like clipping, saving, sharing, watching content, and buying.
How is this different from QR codes?
The interaction is designed to be code-free on the page. The recognition layer is meant to feel invisible, so the magazine layout stays clean.
What is the core value for readers?
Convenience. Readers can act on interest immediately, whether that means saving an item, sharing it, or purchasing it, without leaving the content context.
What is the core value for publishers?
A measurable engagement layer and a commerce path. Pages can generate trackable actions and potentially incremental revenue beyond print ads.
What is the biggest adoption risk?
Habit change. If the scanning flow feels slow or unclear, people will not repeat it. The first experience must be fast, obvious, and rewarding.