Imagine watching Emily in Paris, swooning over Emily’s effortlessly chic wardrobe, and with just one click, adding that perfect statement piece to your own cart. This isn’t a far-off fantasy — it’s the future of TV. Shoppable TV is transforming how we engage with content, blending entertainment with seamless shopping experiences. And fashion-forward shows like Emily in Paris are at the forefront of this trend, turning your screen into both a runway and a virtual storefront. So, get ready to shop the looks you love without ever leaving your couch – courtesy of Netflix and Google.
Netflix x Google Lens
Netflix recently announced that it is leveraging a Shop with Google tie-in to promote season four of its romantic comedy-drama Emily in Paris, which debuted on the streaming platform on August 15. Through the partnership, viewers on all Netflix plans can leverage Google’s Lens technology to shop Emily’s looks. Using their mobile device to scan outfits worn by Emily, played by actress Lily Collins, viewers are then being directed to similar items on the web through an image search. Promoting the tie-in are 15-second ads, viewable for those on Netflix’s ad-supported plan. They see Collins reprise her role as Emily to showcase how Google Lens can be leveraged to discover new fashion.
Shoppable TV is the convergence of traditional television and online shopping. TV platforms and streaming services are increasingly incorporating e-commerce elements, enabling viewers to make purchases in real-time without interrupting their viewing. By scanning QR codes, clicking interactive ads, or using their remote controls, viewers can instantly purchase products they see on-screen – whether it’s the latest fashion worn by their favourite character or gadgets featured in a cooking show. This emerging technology reflects the growing demand for more interactive, engaging TV experiences.
So, this collaboration between Netflix and Google is more than just a gimmick; it’s a strategic move in response to the evolving landscape of streaming and digital advertising. With the streaming wars intensifying, platforms like Netflix are under pressure to innovate and find new ways to attract and retain viewers. The integration of shoppable content provides a unique value proposition, setting Netflix apart from its competitors and offering advertisers a fresh, engaging way to connect with audiences. And for brands, this partnership opens up new avenues for product placement and direct-to-consumer sales. By tying their products to popular content in an organic way, brands can reach highly engaged audiences who are already invested in the characters and storylines of shows like Emily in Paris.
FAST Channels x V-Commerce
The rise of shoppable TV is also noticeable in the FAST Channels world. For example, Spirits Network is a shoppable entertainment network featuring renowned experts & celebrities sharing tasting notes, cocktail recipes & stories from the world of spirits. Through the platform, users can watch stories, purchase from the top brands, and access exclusive products, gifts, and experiences.
One of their shows is called The Pantry and it is a production partnership between NBTV Studios, the production company behind Spirits Network, and renowned restaurant owner and “Top Chef” star, Tom Colicchio. With brand partners that include Tequila Camarena, Crown Maple, Made-In, ChefShop.com, Eddie’s Pickles, Colicchio Collection, and Tilit, the series reinvents traditional cooking shows by directly incorporating Video-Commerce, or “V-Commerce”. Viewers can experience NBTV’s patented “Buy Bar” technology, allowing them to purchase featured products without navigating away from the video.
But also, more traditional networks are increasingly exploring this area.
NBCU x Must Shop TV
Earlier this year, NBCUniversal announced an expansion of shoppable TV and new commerce-enabled capabilities for its Peacock streaming service, as well as linear properties.
Specifically, NBCU expanded its “Must Shop TV” capability to six unscripted Bravo series on Peacock and introducing a new “Virtual Concession” feature that prompts last-mile food and beverage delivery for viewers ahead of long TV sessions like sporting events or a movie marathon.
Must Shop TV is a feature that uses AI-powered technology from KERV Interactive to scan programming and identify and match products in episodes of TV shows, enabling viewers to “shop the look” and browse and purchase similar items to what they see on their TV. Peacock piloted this last year with Walmart on select episodes of Bravo’s Below Deck, where Walmart’s catalogue of products was paired to find exact or very similar matches of items used in the TV show and used commerce -enabled ads with QR codes.
“We do believe that [shoppable TV]represents an important scaled opportunity, both for driving important business goals for NBCUniversal and for our brands, but also in extending the entertainment experience for consumers at home,” in finding an organic way to bring products they see in shows into their physical living room”, so Evan Moore, SVP of Commerce Partnerships at NBCU.
Paramount x Shopsense AI
If you’re a country music fan and watched the CMT Music Awards, and maybe even its red carpet pre-show, you could see QR codes that encouraged viewers to shop for the things they were seeing on screen. The feature is part of a new shoppable TV partnership between Paramount and retail media company Shopsense AI, which lets viewers scan the codes and shop for clothing and other products, like home goods, that are similar to those featured in Paramount’s programmes. The code directs users to an online store, where items populated by Shopsense’s AI are available for sale.
Viewers can expect more onscreen shopping from Paramount properties in the future, too, and The Talk is already leveraging Shopsense technology, according to a press release from the two companies.
V-Commerce = Future of TV
These “V-Commerce” integrations are being driven by advancements in streaming technology, interactive video content, and the increasing comfort that consumers — particularly Gen Z — have with digital shopping. Rather than having to manually search for a product online, viewers now have instant access to these products, closing the gap between inspiration and purchase.
And the demand to shop through TV screens has been growing for quite some time now. Back in 2017, data from Connekt found that over 75% of consumers wanted to shop through their TVs. Since then a new generation of young consumers have been primed to make purchases directly through their smart TVs after getting inspo from the shows, movies, and even ads they watch. And now, streaming services are making “V-Commerce” easier than ever. Fans of a show no longer have to hunt down similar outfits to a TV character they love when they can purchase the exact outfit without even looking away from their screen.
