Under the deal, Catch will range, operate, fulfil and service a dedicated Mamamia shopping website, while the publication will lend branding to the website alongside the influence of its editorial arm.
Catch Group CEO Nati Harpaz said that the partnership brought together two powerful online organisations in a way that would enable each to play to their strengths.
“Catch is a leading e-commerce company that has retail expertise, Mamamia brings the content expertise and a highly engaged audience,” he said.
Mamamia boasts 75 million monthly page views across its online publication, expressly targeted at women.
The shopping website itself is designed to deliver the Catch model, including categories like style, beauty, fitness, home, kids & baby, pets, groceries, adult, technology and mens.
Harpaz would not comment on the revenue sharing arrangement between the two companies, but did not rule out pursuing other partnerships with media businesses.
“We are always looking for partnerships that will have a mutually beneficial effect. We have over 1 million products on the website now, so we have the ability to offer all categories and audiences amazing deals,” he said.
In a blog post about the service, Mamamia founder Mia Freedman said her happy place is in a shop, and that the partnership would provide readers with heavy discounts on products.
“At Mamamia we have always had a very agnostic approach to stuff. We don’t discriminate between high end or low end, fancy or budget – we just like to share the best stuff we can find at the best prices,” she wrote.
Nati Harpaz is the chairman of Octomedia, the publisher of Inside Retail.