In electronic commerce (ecommerce) terminology, curated commerce refers to creating unique product lines that provide customers with a distinct collection not offered by other online retailers in a market.
The demand for personalization in online shopping is a driving factor behind curated commerce. Retailers often use marketing tactics such as email marketing to show a selection of curated products to customers based on personal taste and purchase history with the retailer.
Curated commerce helps shoppers discover products based on their personal preferences. The profile is usually based on images. A retailer's items are then curated and offered. Curated commerce is often compared to the online version of shopping in exclusive and personal boutiques.