The November tablet edition of Wired is to feature new technology from MasterCard which enables readers to purchase items direct from advertising and editorial pages without leaving the app.
ShopThis! with MasterPass is one of several products currently being incubated within MasterCard Labs, MasterCard's innovation and R&D division.
Readers browsing through Wired's tablet edition on the iPad can select products available for purchase via ShopThis! enabled pages which are fulfilled from Rakuten.com Shopping, the first official retail partner. From there, items are placed into a single shopping cart for checkout.
Howard Mittman, VP and publisher of Wired, says: "Our goal is to deliver the ability to purchase from Wired seamlessly, and this relationship represents a crucial first step in converting our content to commerce."