Refinery29, a fashion focused online lifestyle magazine, is pushing further into ecommerce with a redesign of its Shops experience Thursday.

Readers will now be able to add items featured in editorials and on R29s Shop tab to a shopping cart.

Users can purchase from multiple brands and retailers Tory Burch, Rebecca Minkoff and Michael Kors are among the initiatives launch partners and pay a flat $5.95 shipping fee if their orders amount to $75 or more.

Inventory, shipping and returns will be handled separately by vendor, but R29 will be the first point for customer service, R29 cofounder Justin Stefano tells us.

The site, which claims a monthly readership of about 5 million, is supported largely by advertising at present.

R29 first began experimenting with ecommerce in late 2010 by offering discounts and special offers to readers, a business that netted them $1 million in revenue in its first year.

The publication joins a slew of others, including Time Out New York, Real Simple and Elle, which are moving beyond their traditional roles as purchase motivators into purchase activators.

Meanwhile, online retailers are getting further into the content business, hiring top magazine talent to develop shoppable editorials and photo spreads (take a look at Mr Porters shoppable profile of actor Chris Zylka as an example).

From a consumer perspective, the lines between these kinds of sites and the sites of publishers like Refinery29 are blurring, particularly now that shopping carts are appearing on the pages of the latter.

People are spoilt with choices and the minute they see a better website with a slightly better deal or experience some defective controls owiing to poor site design and architecture they leave the shopping cart abandoned without completing the purchase.

Retail sites need not justify why they are writing about certain products content on those sites is posited as a special bonus for shoppers but readers hope and expect content sites to choose the best product, regardless of commercial interests.

We would never sell anything we werent writing about or werent into, says Nizzi Karai Renaud, R29s vice president of commerce.

Editors will be actively involved in the commerce parts of the site, helping shape what makes it into the Shop.

Completely re designed from design and layout to improved navigation, the new cart makes it easier for customers to shop and order from the site.

At the end of the day what makes us unique is our point of view, our credibility, Renaud adds.

Dean Rockliffe is a fashion journalist based in Sao Paolo, Brazil. Dean has a passion for fashion stories and loves writing about fashion news and fashion opinions that matters most to its audience. Dean spends a lot of time discovering and researching latest fashion industry news stories in order to make sure the latest and greatest stories are brought to you first on Stylerchic.com.