Shoppable TV has been hyped as the next big thing, transforming television into a digital storefront. But is it delivering on its promise?
A new report by Global Media Consult, The State of Shoppable TV (May 2025), suggests the answer is mixed.
The potential is clear: platforms like Roku and Amazon have made it possible to buy products directly from shows, while AI-driven tools like TheTake.ai are pushing engagement rates up to 7%. Viewers are interested – 81% say TV ads influence their buying decisions. Yet only a fraction actually complete purchases via TV, and most prefer QR codes or companion apps over native TV checkouts.
The friction is real. Device fragmentation, clunky checkout flows, and unclear data ownership stall momentum. And while the technology is ready, viewer behaviour isn’t – most people still see TV as a passive experience, not a place to shop.
The path forward? Seamless integration. Shoppable TV needs to move beyond QR codes and overlays to blend commerce into the fabric of content itself. AI will play a key role, but without clear data standards and industry collaboration, the promise will remain just that: a promise.
Shoppable TV is coming, but it’s not quite here yet. The report can be downloaded free of charge at www.globalmediaconsult.com/signal-sense-report-shoppable-tv/.
