Vox Media -- a collection of websites spanning sports, news, tech and fashion -- is joining other digital publishers like Gawker Media in mixing editorial content with e-commerce to boost revenue.

Vox, home to its eponymous news site and sports blog collective SB Nation, is hiring a commerce editor to help visitors “discover great products for purchase,” and “play a significant role in the buildout of a new commerce venture,” according to its job posting.

The position “will work in tandem with editorial teams on writing and optimizing commerce content,” across Vox’s eight sites.

Vox follows Gawker and other news outlets like Business Insider, which debuted a commerce platform in 2014, in trying to diversify its revenue sources beyond digital advertising. A host of publishers rely on advertising, from banners to videos to sponsored content, to support their businesses, and the market is crowded.

”Vox Media’s audience of 170 million is affluent and already highly interested in transacting on our platform, so we are exploring opportunities to deliver more value to them,” a spokeswoman for Vox said.

In Dec. Gawker founder and Chief Executive Nick Denton told the WSJ that in 2014 Gawker’s e-commerce business generated $150 million in sales, and about $10 million of revenue for Gawker -- just under a quarter of the company’s $44.3 million total revenue.

E-commerce posts generally link to products that readers of the site would be interested in, and publishers are paid a commission for sales generated from those links. In a since-deleted tweet, Shane Roberts, Gawker Media’s director of commerce, said the company’s typically receives a 4% commission.

Gawker’s commerce posts, typically linking to Amazon.com, list disclaimers at the bottom indicating “Gawker Media may get a commission.” Business Insider places a similar disclosure at the top of posts from its “Insider Picks” staff.

Amazon’s commission schedule ranges from 1% to 10% depending on the product type and the quantity sold.

Julie Hansen, president and chief operating officer at Business Insider, said readers have had a positive reaction to its e-commerce posts, in part because of its prominent disclosure and because the “Insider Picks” staff remains separate from the editorial staff members.

“When we do it well we’re really adding value to our readers,” Ms. Hansen said. “We’re helping them find the products they need, and if we can make money while helping them find what they need, then that’s great.”

Ms. Hansen likened these posts to how golf magazines would test and review equipment to help inform readers.

“The difference is now you can do it on the Web, and they can make that decision and they’re only a click away,” she said.

News media companies are not the only ones looking to convert users into commerce customers. Pinterest, a social media site commonly used to bookmark pictures of fashion, DIY projects and recipes, in June rolled out an option to allow users to buy certain products directly through the site.

Pinterest has said it does not take a commission on these “buyable pins,” but does sell “promoted pins” targeted to particular users.