Todd Spangler NY Digital Editor“T-commerce” — letting consumers purchase stuff they see on TV using a remote control — has been around for decades.
But it’s never really taken off.Now Roku, in an exclusive deal with Walmart, thinks it has a shot at cracking the code on making connected TVs a significant ecommerce shopping destination.Roku will sell shoppable ads in its streaming inventory that will let viewers purchase featured products from Walmart, using just a few clicks (if they’re already entered their credit card info in Roku).
Viewers press “OK” with the remote on a shoppable ad and proceed to checkout with their payment details pre-populated from Roku Pay, the streaming platform’s payments platform.
From there, tapping “OK” on the Walmart checkout page places the order. A Walmart purchase confirmation is then emailed with shipping, return and support information.
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