La montée de la TV “shoppable” : comment l’interactivité transforme la publicité et le e‑commerce sur les écrans connectés en 2026

Understanding the rise of shoppable TV in 2026

When I look at the evolution of television in 2026, one trend stands out very clearly: the rise of “shoppable TV”. As connected TV (CTV), streaming platforms and smart TVs become the default way people watch content, the line between watching and shopping is dissolving. Shoppable TV sits right at the intersection of interactive advertising, e‑commerce and audience engagement.

In practical terms, shoppable TV refers to any video or television experience where viewers can discover, explore and purchase products directly from what they see on screen. It might be a clickable overlay on a smart TV, a QR code that links to a product page on a smartphone, or a remote-control interface integrated natively into the operating system of the TV or set‑top box.

From an industry perspective, this development changes how brands think about TV advertising, how broadcasters and streaming services monetize their inventory, and how viewers expect to interact with content. It’s not just about inserting commerce into video; it’s about redesigning the viewing experience around interactivity and instant response.

How shoppable TV works on connected screens

When I analyze the technical and UX layers behind shoppable TV, I usually break them down into three main components: content, interaction and transaction.

On connected TVs and streaming platforms, the mechanism typically looks like this:

• A viewer watches a live TV program, a video-on-demand stream or a YouTube video on their TV or mobile device.
• Products that appear on screen — clothing, gadgets, decor, food, cosmetics — are tagged in real time or pre‑tagged within the content management system.
• The platform displays an interactive layer: a pop-up, a sidebar, a “shop the look” carousel, or subtle icons that the viewer can select with a remote, a game controller or a mobile phone.
• By clicking, scanning a QR code or tapping on a second-screen interface, the viewer is redirected to an in‑app store, a brand website, a marketplace product page or a native checkout experience.
• The transaction happens without needing to search manually for the product; the pathway from discovery to purchase is integrated into the viewing session.

Some of the most mature implementations I see in 2026 are on:

• Smart TV operating systems (Samsung Tizen, LG webOS, Google TV, Fire TV), which now offer APIs and ad formats specifically designed for interactive and shoppable ads.
• Streaming platforms and AVOD services (advertising-based video on demand), which embed shoppable formats into pre-roll, mid-roll and overlay ads.
• YouTube and creator platforms, where video descriptions, product shelves, affiliate links and live shopping tools are directly tied to the Google and YouTube ecosystem.

The drivers behind interactive and shoppable TV

From my vantage point as someone who tracks TV and broadcasting trends, several forces are pushing shoppable TV to the foreground in 2026.

• Fragmentation of audiences: Traditional linear TV audiences continue to shrink or age, while connected TV and streaming capture younger, more interactive viewers. Advertisers follow attention, and that attention is now on platforms where interactivity is technically possible.
• Pressure on ad effectiveness: With rising CPMs and tighter marketing budgets, brands want measurable results. Shoppable ads provide direct conversion data: clicks, add‑to‑carts and completed purchases, not just reach and frequency.
• Post‑cookie environment: As third‑party cookies decline on the web, first‑party data from logged‑in streaming accounts becomes more valuable. Shoppable TV leverages that data to deliver more relevant offers and measure real outcomes.
• Progress in TV commerce infrastructure: Payment integration, single sign‑on, and standardized CTV ad tech (like VAST, VPAID, and newer IAB specs) make it easier to build seamless commerce flows across devices.
• Creator and influencer economies: Creators on YouTube, TikTok, Twitch and Instagram have already normalized the idea of product recommendations in video. Shoppable TV simply extends that behavior to the big screen and to long‑form content.

Shoppable formats: from product placement to live commerce

What I find interesting is how many different formats now fall under the umbrella of shoppable TV and interactive advertising. The spectrum ranges from subtle to highly transactional.

• Enhanced product placement: Classic product placement gets a digital upgrade. For example, when a character in a drama series wears a particular jacket, an unobtrusive icon appears; viewers can click to “shop this look” without leaving the episode.
• Interactive video ads: In mid‑roll or pre‑roll, an ad might pause with a call‑to‑action: “Press OK to learn more” or “Scan to shop.” The viewer can explore product details or offers within a mini interface that appears over the video.
• Shoppable carousels and product shelves: On YouTube or AVOD services, related products appear in a side panel or beneath the video, synchronized with key moments in the content.
• Live shopping events: Inspired by Asian livestream shopping, broadcasters and platforms host live shows where hosts present products, answer questions in real time and showcase limited‑time offers. Viewers buy via clickable CTAs or companion apps while watching.
• Second-screen experiences: Some implementations rely heavily on the smartphone. The TV displays a code, and the mobile app becomes the primary shopping interface, synced to what happens on the big screen.

For broadcasters, each of these formats represents a new way to monetize both ads and content. For e‑commerce brands, they open up a new performance marketing channel that sits closer to entertainment than to traditional display advertising.

Impact on advertisers, brands and agencies

In conversations I have with media buyers and brands, shoppable TV is increasingly seen less as an experiment and more as a standard part of the CTV and OTT media mix. The reasons are straightforward.

• Measurable performance: Instead of just tracking impressions and GRPs, advertisers can attribute sales and conversions directly to specific TV creatives and placements. This brings TV closer to the accountability of search and social ads.
• Richer targeting: Connected TV platforms leverage household data, viewing behavior and sometimes ecommerce profiles to target ads more precisely than traditional broadcast TV.
• Creative optimization: Brands can test different visual treatments, CTAs, product mixes and formats to see which combinations drive the best engagement and conversion.
• Shorter path to purchase: Shoppable formats reduce friction. Viewers don’t have to remember a product or type a URL manually; the purchase journey starts directly from the screen.

However, I also see challenges. Producing effective shoppable TV campaigns requires collaboration between creative teams, performance marketers and technical partners. Standardizing metrics and attribution models across platforms is still a work in progress. And for global brands, fragmentation across devices, regions and app ecosystems complicates planning.

How broadcasters and streaming platforms adapt

On the broadcaster side, the shift to shoppable TV is forcing organizations to rethink both their business models and their technical stacks.

I see several strategic moves:

• Native commerce partnerships: Many TV networks and streaming services partner with large e‑commerce platforms or retailers to handle catalog management, inventory and fulfillment. This allows them to focus on content and audience while leveraging existing logistics infrastructures.
• Data and identity layers: To power personalized offers and retargeting, broadcasters are investing in first‑party data platforms and identity solutions that comply with evolving privacy regulations.
• Content formats designed for commerce: Beyond simply tagging products in existing shows, some networks now commission formats explicitly built around discovery and shopping — from makeover shows to tech reviews and cooking programs.
• New revenue models: Affiliate revenue, revenue sharing on product sales, sponsored placements and dynamic pricing for shoppable ad inventory all contribute to diversified income streams.

For traditional broadcasters who were slow to embrace digital, shoppable TV can serve as a bridge to more sustainable hybrid models that combine linear audiences, on‑demand catalogs and interactive experiences.

The role of YouTube and creator-driven shoppable video

From my perspective, YouTube is one of the most influential players in the shoppable TV ecosystem, especially as more people watch YouTube on connected TVs. Viewers are used to discovering products through unboxings, reviews, tutorials and vlogs. The step towards integrated commerce is natural.

On YouTube, shoppable features now include:

• Product shelves visible alongside videos and live streams.
• Affiliate integrations that allow creators to earn on tracked sales.
• Shoppable Shorts with links and in‑video overlays.
• Live shopping events co‑hosted with brands or retailers.

When these videos are consumed on a connected TV, the interface changes, but the underlying logic remains the same: the video becomes both a content asset and a sales funnel. For viewers, this can feel more authentic than a traditional TV spot, especially when the creator is trusted and transparent about sponsorships and affiliate relationships.

Viewer experience, privacy and trust

Even as the technology becomes more sophisticated, I notice that the success of shoppable TV still hinges on viewer experience. Interactivity can enhance engagement, but it can also become intrusive if handled poorly.

• Control and choice: Viewers need simple options to dismiss overlays, opt out of certain ad formats, or disable shoppable features entirely if they prefer a more passive experience.
• Clarity about data use: With CTV platforms collecting viewing and interaction data, transparent privacy policies and clear consent flows are essential to maintain trust.
• Relevance of offers: Poorly targeted or repetitive offers quickly generate fatigue. Platforms that use data responsibly to surface genuinely relevant products tend to see better engagement.
• Seamless design: Shoppable elements must feel like a natural part of the interface, not an overlay pasted on top of the content. Subtle design, non‑disruptive timing and smart placement matter a lot.

For many viewers, the ideal is not turning every piece of content into a catalog, but having the option to act instantly when something on screen truly catches their interest.

What this means if you are considering shoppable TV and interactive ads

For marketers, broadcasters, content creators or e‑commerce operators who are evaluating shoppable TV in 2026, I see a few practical takeaways.

• Start with content that already drives interest and questions about products — tutorials, fashion and beauty, tech, home decor and cooking perform particularly well.
• Choose platforms that offer robust measurement, so you can compare shoppable TV performance to other digital channels like search, social and display.
• Invest in creative that is optimized for connected TV: clear visuals, strong calls‑to‑action and messaging adapted to a lean‑back viewing context.
• Consider building a test‑and‑learn roadmap: begin with simple QR‑code campaigns, then move to more integrated interactive experiences as you understand your audience’s behavior.
• Align your e‑commerce infrastructure — product feeds, inventory, logistics, tracking — so that the path from screen to checkout is as frictionless as possible.

Shoppable TV is no longer just a buzzword. On connected screens in 2026, it is becoming a core part of how video, advertising and e‑commerce intersect. For those willing to experiment and iterate, it offers a powerful way to transform passive viewing into active engagement and measurable sales.