While Shoppable TV is an innovative concept, what could stop it from becoming a sustainable, mainstream solution?
With 71% of connected TV (CTV) users holding their phones while watching, mobile-driven purchases from TV ads are increasingly common.
Picture yourself lounging on your bed, watching your favourite show on the telly, with a bowl of popcorn or a tub of ice cream in hand. Suddenly, you are given the option to purchase the lead character’s stunning outfit or the elegant furniture on screen—all with a quick QR code scan.
That’s shoppable TV, and it’s already here. According to LG Ad Solutions’ Shoppable TV Report: 2024 and Beyond, 81% of CTV owners are influenced by TV ads in their shopping decisions, and 63% discover new brands and products through these ads. As platforms like Roku, Paramount, and NBCUniversal refine their approaches, the evolution of shoppable TV is rapidly gaining momentum.
Talking to CXM Today, Anja Lambrecht, Professor of Marketing at London Business School, says the digitisation of TV and interaction with consumers and brands through TV is the driving force behind shoppable TV, an important part of this shift. If you take the bigger picture of how brands reach consumers through TV, individualised targeting, similar to what we see online through browsing or mobile apps, will become much more prevalent.
Yet, the question remains: Can this emerging format deliver on its promises, or will it fail like the earlier attempts to merge commerce with TV?
The Current State of Shoppable TV
Shoppable TV integrates shopping directly into the viewing experience, blending content and commerce into a frictionless, interactive format. QR codes, AI-driven product matching, and text-based links help viewers purchase items from live broadcasts, advertisements, or streaming content without missing a moment of whatever they are watching.
While the concept isn’t entirely new, technological advancements and the changing habits of of consumers have reinvigorated its potential. Streaming platforms and content providers are experimenting with several innovative formats to be able to bridge the gap between inspiration and purchase.
Notable Developments
- During the CMT Music Awards, Paramount partnered with Shopsense AI, enabling viewers to shop red-carpet-inspired looks via QR codes.
- CW Network introduced shoppable ads during live ACC football games, offering merchandise and game-day essentials.
- NBCUniversal expanded its “Must Shop TV” initiative across Bravo’s unscripted series and Comcast’s X1 platform, achieving a 379% higher engagement rate than traditional ads.
- Instacart’s collaboration with Roku allowed consumers to shop directly from ads, with same-hour delivery, integrating eCommerce with streaming content.
- Must Have Ideas launched an AI-driven shopping channel on Sky and Freesat, leveraging proprietary tech to deliver cost-effective and dynamic programming.
These are just a few examples of the shoppable rave that’s entering the commerce industry. They underscore a shift in how brands approach consumer engagement, targeting an increasingly digital-savvy audience.
The Potential and Promise
What makes shoppable TV such an attractive proposition is that it bridges the gap between inspiration and intent. For advertisers, it combines performance marketing with brand storytelling and programmatic targeting to drive measurable ROI. NBCUniversal’s “Must Shop TV” illustrates the power of engaging formats to drive higher conversions and deeper viewer engagement.
Similarly, consumers are rewarded with tailor-made experiences. Solutions such as Shopsense AI, an AI-powered solution that successfully aggregates product recommendations and discovers price-point alternatives, makes everything from the shopping experience seamless and personalised. Integrated features—such as virtual concessions during live events—add utility without interrupting the viewer experience.
Retail media platforms, especially connected TV, offer such powerful new potential that they turn the living room into a marketplace. According to analysts, if issues regarding scalability and differentiation can be handled, CTV is expected to become a big part of the media-commerce convergence,
Challenges and Skepticism
Oliver Viereck, VP and Managing Director Contact Experience & Inhouse Service at SKY Deutschland, said: “Shoppable TV is an exciting channel for brands to present products and generate sales. However, only one channel among several should be combined best, depending on the respective customer situation, target group and other aspects.”
Despite the buzz, significant hurdles remain. First, consumer behaviour needs re-education. While QR codes have seen wider adoption since the pandemic, many viewers remain unaccustomed to engaging with TV ads in this way. Relying on second-screen interactions, although practical, might in turn, fragment attention rather than enhance it.
Technical limitations also pose challenges. Platforms require strong infrastructure to integrate commerce seamlessly. Solutions like Broadpeak’s “click2” show promise, but scaling these technologies across ecosystems is questionable.
For this shopping revolution to succeed, it must balance visibility with subtlety, ensuring that shopping features enhance rather than interrupt the viewing experience. The risk of alienating viewers with aggressive tactics is high.
Regulation is a complexity that needs time and probable solutions. Markets like the UK impose strict standards on interactive ads, and aligning with these guidelines and regulations without stifling creativity will require out-of-the-box innovation.
And finally, the internal company barriers. Budget allocations for shopper marketing, video investment, and programmatic teams is a concern. Without unified strategies, brands may struggle to unlock the full potential of shoppable TV.
The Verdict: Trend or Transformation?
“The digitisation of TV content is leading to a greater confluence of shopping and advertising exposure, whether this is through targeted ads and streaming, whether this is through shoppable TV or whether this is through influencers streaming that content on shopping platforms. There are different ways, but it’s a phenomenon that’s only going to grow,” says Anja.
Shoppable TV represents the coming together of entertainment, commerce, and technology, redefining how consumers engage with media and shop. It does not sound too good to be true, but its long-term success depends on addressing the discussed key challenges: educating consumers, refining infrastructure, and delivering seamless, value-driven experiences.
As platforms like Peacock and Roku continue to innovate, shoppable TV may well evolve into an enduring part of the advertising landscape. Whether it becomes the next giant leap or a passing experiment, one thing is clear—it has already ushered in a new era of media-commerce integration, setting the stage for the next wave of innovation.
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