How Fandom Built a Commerce Engine for Superfans (The Full-Funnel Playbook)

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In this episode of The Boost, host Greg Rollett sits down with Margaret Cohn, Director of Commerce at Fandom, to uncover how the internet’s biggest fan platform turns community passion into real revenue. From curated Blu-ray drops to gaming-adjacent collectibles and fan-first product strategies, Margaret shares how Fandom’s editorial team connects superfans with the content and products they crave—without compromising authenticity.

Margaret breaks down the company's multi-brand, full-funnel ecosystem across platforms like GameSpot, TV Guide, and Metacritic. She reveals how Fandom balances niche expertise with data-driven testing, doubling revenue with savvy Blu-ray deals and collectible content. You’ll hear how they empower editors to make product decisions, leverage platforms like Discord and YouTube to meet fans where they are, and why email continues to outperform social as a commerce channel.

Plus, Margaret gives us a sneak peek into what’s coming in 2025—including a renewed focus on video commerce and a huge year for gaming with titles like the Nintendo Switch 2 on the horizon.

Watch this episode to discover:

✅ Why niche fandoms are the future of commerce content

✅ How Fandom connects wikis, reviews, and media sites into one seamless fan journey

✅ The importance of editorial trust and why fans call them out when they get it wrong

✅ What’s working in affiliate content—from Blu-ray sales to gaming collectibles

✅ How Fandom is planning to win with video, email, and evergreen SEO content

✅ Why product joy and audience expertise are the secret ingredients in their strategy

About The Boost:
The Boost is brought to you by Grommet, Affiliate Summit, and GiddyUp—designed to give publishers and media pros the vital boost they need to grow their business through content and commerce.

Hosted by Emmy® Award-winning producer Greg Rollett, The Boost features interviews with industry leaders—editors, publishers, commerce directors, and CROs—who are redefining what’s possible at the intersection of content, community, and commerce.

The Boost Is Presented By:

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📬 Get In Touch:
Greg Rollett: [e-mail]
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