Bifurcation of website landing page

Not sure what the technical UX term might be, but I have been using the term "bifurcation" to explain back to clients what they are asking. Here's the crux:

Landing page needs to present two options; Content hub (primary goal) and Shopping experience (ultimate goal).

The content hub is where a user can consume different media types and engage with the "brand", eventually ending up in the shopping experience at their time of need.

The shopping section of the website exists on separate URL.

What's the best experience for this? Couple thoughts:

• Create an initial wall where the user make the choice. This seems jarring and unexpected. Could deter users from going further. But the choice is plain and obvious.
• Bring the users into the content hub experience and create a way for users to "choose" to shop (utility nav link, promo on the page, etc.).

Thoughts? Thanks.