As for Oxygen, it has largely disbanded Women's Hands, an effort devoted to selling crafts by female artisans on its site. Oxygen, too, handled its own fulfillment and inventory. But Oxygen is optimistic about its commerce future. She says it will be seamlessly integrated throughout the site, and Oxygen will not do its own fulfillment nor hold inventory. Women's portals have stumbled on the question of how to unify their content and commerce strategies.
Customers leave the content sections entirely when they want to shop.
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