Streaming platforms are increasingly partnering with commerce providers to integrate shopping directly into the viewing experience. These “shoppable streaming” capabilities allow consumers to purchase featured products right from videos, ads and creator content.
Roku recently announced a partnership with Shopify to enable shoppable video ads on its platform. Viewers can use their remote to interact with Roku Action Ads from Shopify merchants and buy products instantly using Roku Pay. This builds on Roku’s existing Shopify marketing app for advertisers. Initial partners include brands like True Classic, Olly and Ergatta.
Roku is joining a growing list of platforms exploring commerce integrations:
- Spotify partnered with Printful to offer merch from top artists. Listeners can browse and buy band t-shirts and other items directly in the Spotify app.
- YouTube introduced integrated shopping with eligible videos and live streams. Viewers can browse products and make purchases right within the YouTube app.
- Instagram launched Instagram Shop and shoppable posts. Users can discover and buy products promoted by creators.
- Pinterest expanded its shopping capabilities with new merchant storefronts. Brands can showcase their catalogs and drive conversions.
- TikTok tested social commerce features including a Shop tab to showcase products and collect purchases in-app.
The integration of streaming and commerce provides opportunities for local media as well. For example, a platform like Go3 could potentially partner with a print-on-demand service to offer merch related to its original productions.
As platforms seek new revenue streams beyond ads, commerce will likely play an increasing role. The convenience of shoppable entertainment provides value for both consumers and brands. More partnerships between streaming services, merchants and creators can be expected as commerce becomes a standard feature.
The rise of shoppable streaming partnerships demonstrates how platforms are expanding beyond their original scope into ecommerce. The integration of entertainment and shopping provides a more cohesive experience that keeps users engaged. Those that effectively embrace this trend will be well-positioned for the future.