Mumsnet has launched a new marketplace partnering with retailers including M&S, Toast and Clarks.

The online community for parents today launched a new section of its site named Mumsnet Swears By which allows users to click through and buy the products from the retailer’s online store.

The site features recommendations for its users as well as links to share the products on social networks.

Mango, Uniqlo and The White Company are among the other retailers listed on the site.

Mumsnet chief executive Justine Roberts said: “Online shopping has typically been a solitary activity but what we’re seeing is mums recreating the experience of high street shopping with your mates. By posting a link to an item and asking ‘What do you think of this?’ they get an instant online opinion from other Mumsnet users. ‘Mumsnet Swears By’ is a weekly email that shares the best recommendations.

“We’re expanding on the weekly email with the launch of our ‘Swears By’ section on the site, which will feature more products being discussed each week and provide a permanent place that Mumsnetters can visit to see what other users are recommending.”

Products are also displayed by category in style and beauty, fashion and kids clothing.

Mumsnet has been working with retailers to secure discounts on the items featured on the site.

Topics