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Media Brand Strategy ITV

ITV’s Shopping TV lets viewers buy on-screen products while watching favorite shows


By John Glenday | Reporter

July 6, 2021 | 4 min read

ITV is applying the finishing touches to Shoppable TV, a new interface designed to enable viewers to search and shop for program products from the comfort of their sofa.

Shoppable TV

This new service launches on Love Island on ITV2

Launching during an episode of Love Island on ITV2, the system will allow audiences who have opted into the service to activate a shopping interface at any time via their LG remote control.

What is Shoppable TV?

  • Shoppable TV is the first such service of its kind to be trialed in Britain (it’s already available in the US), enabling participating viewers to stock up on related items while watching their favorite shows.

  • Built around AI technology developed by The Take, the service takes advantage of retail technology included within all 2021 LG TV sets (as well as 2019-2020 models via a software update) to identify and tag featured products as they appear, notifying the viewer as it does so.

  • Users can also elect to browse a full list of all products available from a specific episode to view at their leisure.

  • The interactive interface then permits people to make a purchase either directly from the vendor’s site or via a link sent to their phone.

  • The launch follows a trial of Sky’s QR-code-centric shoppable ad technology to whisk consumers from one screen to another.

Untapped commercial potential

  • ITV harbors high hopes for the service to provide a vital alternative revenue stream alongside advertising, further broadening its brand offer.

  • Paul Ridsdale, ITV, acting chief marketing officer, said: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TVs, filling a real gap currently in the market. We know ITV viewers enjoy being able to purchase items featured in our programs and this makes doing that smoother and easier than ever before.”

  • For brands, the system offers the potential to reach consumers in a more interactive fashion, as Pete Markey, chief marketing officer, Boots UK, explained: “Launching shoppable TV as part of our wider partnership with Love Island is a great way to help customers easily shop the products they spot in the villa and recreate iconic islander looks from the show. It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”

Watch this space

  • The service launches on Love Island on ITV2, with Boots confirmed as the official launch partner and further partners still to be lined up.

  • Through the remainder of 2021, the service will roll out over further programs across a mix of genres as the broadcaster scales up its offer.

  • The launch furthers ITV’s More than TV ambitions, which build on the TV as the primary entertainment hub in people’s homes.

Media Brand Strategy ITV

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ITV, as an integrated producer broadcaster, creates, owns and distributes high-quality content on multiple platforms. We operate the largest commercial family of channels in the UK and deliver our content through traditional television broadcasting as well as on demand via the ITV Hub.

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