Netflix rolls out online store with merchandise based on its shows and brand

Netflix is entering the e-commerce market. Netflix.shop allows shoppers to buy apparel and lifestyle items related to the company’s shows and brand. While Netflix’s foray into e-commerce may seem out of left field, it may actually make sense.

Following last year’s explosive growth during the pandemic, subscriber growth for the streaming giant slowed this quarter. The competition is also fierce, as services like Disney+, HBO Max, and Paramount+ are taking root.

There’s no way Netflix could avoid getting involved in online retail. There are a number of popular IPs in its portfolio that it could further monetize, including Stranger Things, The Witcher and BoJack Horseman.

Strangely enough, Netflix has taken its time. The store, which is a “boutique,” will initially feature products related to a few Netflix shows such as Yasuke and Eden, says Josh Simon, Netflix’s head of consumer products. Later this month, Simon said, products based on the French crime drama Lupin will be available.

According to our sources, Netflix.shop will launch in the US first and then expand to other countries worldwide over the coming months.

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