US media group Hearst Corporation is reportedly set to buy Kaboodle, an online community that allows shoppers to bookmark and discover products.

The move, according to the Wall Street Journal, will see Hearst using the site to tap into social shopping and attempting to engage its magazine readers in new ways.

It apparently wants Kaboodle to build content around products featured in titles such as Cosmopolitan and Good Housekeeping, as well as gearing up the site’s advertising sales.

Kaboodle, launched last year, and just one of a number of social shopping start-ups, says it has around 250,000 registered users and over 2m monthly visitors.

It currently generates revenue through advertising and affiliate deals with more than 1,000 retailers.

Terms of the deal weren’t disclosed, but GigaOM reckons its worth around $40m.