The social network VKontakte has launched a new content format — shops. These are publications in any format with product cards that allow you to make purchases without leaving the social network. Brands can either create shops on their own, or order ads with their help from bloggers through a referral program, the first partner of which was Ozon. During the two months of testing the program, the advertising content gained more than 2.2 billion views, and the authors earned more than 500 million rubles.