The British Museum's website is set to let visitors shop while they admire the collection online.
The museum announced a contract with Venda to develop and host a new unified e-commerce site, which will allow integrate the main collection site with the online gift shop.
While visitors click through the museum's collection - which includes seven million objects - the site will suggest books, prints and other products such as tickets, memberships and gift donations related to the page.
"Whilst many museums have online shops, we fully anticipate that the new e-commerce site will enable us to achieve our two main aims: increase visits to the museum and maximise customer satisfaction," said Karin Heck, business strategy development advisor at the British Museum.
The new site is set to launch October 8.
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