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# Commerce publishers pivot from SEO to social and loyal audiences
- URL: https://www.medianexis.com/commerce-publishers-pivot-from-seo-to-social-and-loyal-audiences/
- Published: 2026-10-23T01:11:33.000Z
- Updated: 2026-10-23T01:11:33.000Z
- Description: Simon Owens’s Media Newsletter reports that The Independent’s social-commerce revenue overtook its SEO-based commerce revenue for the first time in September, per CEO Christian Broughton.
- Author: The Signals Desk
- Tags: Creators, Simon Owens, Simon Owens: commerce publishers protect against Google Zero

**Why it matters.** Publishers that build direct audience relationships gain a commerce revenue channel insulated from Google’s shrinking referral traffic.

*Signal from* [*Simon Owens's Media Newsletter*](https://simonowens.substack.com/) *·* [*Simon Owens*](https://www.medianexis.com/tag/by-simon-owens/) *·* [*read the original*](https://simonowens.substack.com/p/how-commerce-publishers-are-protecting)*.*