{"id":2307,"date":"2025-11-15T12:23:17","date_gmt":"2025-11-15T07:23:17","guid":{"rendered":"https:\/\/paknews.centers.pk\/tiktok-friction-and-the-future-of-video-shopping\/"},"modified":"2025-11-15T12:23:17","modified_gmt":"2025-11-15T07:23:17","slug":"tiktok-friction-and-the-future-of-video-shopping","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/tiktok-friction-and-the-future-of-video-shopping\/","title":{"rendered":"TikTok, Friction, and the Future of Video Shopping"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div>\n<p><div class=\"youtube-embed\" data-video_id=\"NtrD_X9TRQc\"><iframe title=\"B102. Future of Commerce in Streaming: Shoppable Video &amp; Live Shopping\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/NtrD_X9TRQc?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/p>\n<p>I\u2019ve been in the TV technology business for nearly 25 years, and no meme is more tired than these three words: <em><a href=\"https:\/\/quod.lib.umich.edu\/m\/mij\/15031809.0005.101\/--selling-jennifer-anistons-sweater-the-persistence?rgn=main;view=fulltext\" target=\"_blank\" rel=\"noopener\" title=\"Selling Jennifer Aniston\u2019s Sweater: The Persistence of Shoppability in Framing Television\u2019s Future[\">Jennifer Aniston\u2019s sweater<\/a>.<\/em> It\u2019s shorthand for the television industry\u2019s decades-long, unsuccessful search for the ultimate connection between viewers and advertisers\u2014the ability to drive an instant transaction, while watching.<\/p>\n<p>That dream still hasn\u2019t materialized, though signs of promise remain. In the meantime, something else has.<\/p>\n<p>At <a href=\"https:\/\/streamingmedia.com\/2025\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media 2025\">Streaming Media 2025<\/a> in Santa Monica, my panel with <a href=\"https:\/\/www.linkedin.com\/in\/dallaslawrence\/\" target=\"_blank\" rel=\"noopener\" title=\"Dallas Lawrence (Telly)\">Dallas Lawrence (Telly)<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/bryanmmoore\/\" target=\"_blank\" rel=\"noopener\" title=\"Bryan Moore (TalkShopLive)\">Bryan Moore (TalkShopLive)<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/sargeway\/\" target=\"_blank\" rel=\"noopener\" title=\"Sarge Sargent\">Sarge Sargent<\/a>, and <a href=\"https:\/\/www.linkedin.com\/in\/davidgrantmedia\/\" target=\"_blank\" rel=\"noopener\" title=\"David Grant (Favored.Live)\">David Grant (Favored.Live)<\/a> explored the hottest video shopping trend around, and it\u2019s not what TV techies have been building.<\/p>\n<p><strong>Traditional TV Shopping: Small but Real<\/strong><\/p>\n<p>Even if <a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=170268\" target=\"_blank\" rel=\"noopener\" title=\"CTV Isn\u2019t Just Another Screen\u2014Why Brands Need a New Strategy for Shoppable Ads\">shoppable TV<\/a> hasn\u2019t gone mainstream, investment continues.<\/p>\n<p><a href=\"https:\/\/advertising.roku.com\/learn\/resources\/roku-shopify-partner-to-bring-checkout-to-tv-streaming\/\" target=\"_blank\" rel=\"noopener\" title=\"Roku and Shopify partner to bring checkout to TV streaming\">Roku and Shopify first partnered<\/a> in July 2023 and expanded the deal in September 2024, so Shopify merchants could sell directly through TV using Roku Action Ads. Viewers simply press \u201cOK\u201d to buy via Roku Pay.<\/p>\n<p>Research funded by Roku and Dentsu in June 2025 found that over half of streamers would be interested in adding advertised products to a digital shopping cart or purchasing directly from their TV using pre-saved credentials.<\/p>\n<p>Longtime partner QVC has also boosted its presence on Roku\u2019s home and navigation pages. That said, it\u2019s worth noting that the equity market cap of QVC has gone from $5 billion in 2020 to roughly $100 million in 2025.<\/p>\n<p>Amazon, the clear leader in end-to-end TV shopping capabilities, extended its shoppable-video format to Prime Video Connected TV environments in April 2024. Fire TV users can now add to cart\u2014or send a link to their phone\u2014without leaving a football game. <a href=\"https:\/\/deadline.com\/2024\/12\/amazon-nfl-black-friday-interactive-ads-prime-video-1236196519\/\" target=\"_blank\" rel=\"noopener\" title=\"Amazon Says NFL Black Friday Game\u2019s Interactive Ads Drew 10% Higher Customer Engagement Than Last Year\u2019s\">Amazon reported<\/a> roughly 10 percent increase in year-over-year interactive-ad engagement during the 2024 Black Friday NFL broadcast. But they\u2019ve not disclosed any attributable gross merch value. I suspect the results weren\u2019t worth speaking about.<\/p>\n<h2><strong>Meanwhile, Rocket Growth: TikTok, Whatnot, and TalkShopLive<\/strong><\/h2>\n<p>In a different corner of the video shopping universe, news dropped on October 29<sup>th<\/sup> about <a href=\"https:\/\/techfundingnews.com\/whatnot-lands-225m-at-11-5b-valuation-to-redefine-the-future-of-live-shopping\/\" target=\"_blank\" rel=\"noopener\" title=\"Whatnot\u2019s $225 million Series F funding\">Whatnot\u2019s $225 million Series F funding<\/a>. That values the livestream phenom at $11.5 billion, and a <em>Fashion Network<\/em> article reported Whatnot\u2019s gross merchandise value is about to surpass $6 billion in 2025. That\u2019s more than double 2024\u2019s total. 100% growth.<\/p>\n<p>For comparison, <a href=\"https:\/\/www.ebay.com\/ebaylive\" target=\"_blank\" rel=\"noopener\" title=\"eBay Live\">eBay Live<\/a>, launched in 2022, is now considered a bright spot in eBay\u2019s turnaround. There are no published metrics, but the Collectibles segment is estimated at $10B in gross merchandise value and a known strength for eBay Live.<\/p>\n<p>But you\u2019ll have to rewind to 2018 to identify when pioneer Bryan Moore co-invented this category with TalkShopLive, one of the earliest &#8211; and today, most successful &#8211; infrastructure plays in livestream commerce today.<\/p>\n<p>His platform powers livestreams for Walmart, Cond\u00e9 Nast, Hearst, and NBC Universal, helping best-selling authors, artists and creators sell books, music, beauty, and more.<\/p>\n<p>\u201cI watched livestream shopping take off in Asia and realized we needed to build that experience for the consumer in North America,\u201d Moore said. &#8220;So we invented and patented a video player that\u2019s shoppable within the player everywhere it exists. In addition to a marketplace that drives talent programs, we\u2019re also the technology provider for Walmart. We\u2019re distributed off-platform for Amazon and other retailers.\u201d<\/p>\n<p>He gave an example: \u201cOn her last livestream shop special, Dolly Parton came on selling her new cookbook with Trisha Yearwood. It streamed on dollyparton.com, trishayearwood.com, todayshow.com, goodhousekeeping.com, and across their social pages. Everyone could watch wherever they were\u2014and she sold three times what she\u2019d sell on a traditional home-shopping network within 30 minutes.\u201d<\/p>\n<p>Bryan also noted the power of the format to generate critical data on viewer preferences to help them optimize their go-forward content strategies. TalkShopLive tracks 220 data interactions within every player to identify \u201cthe highest-converting moments of the show.\u201d<\/p>\n<p>Those clips are republished as shorter, shoppable videos.<\/p>\n<p>Moore warns creators not to rely on one algorithm: \u201cIf you\u2019re a creator or a brand, you don\u2019t want to be dependent on one social platform. They can change the algorithm. They can disappear. One platform is a tactic; multiple platforms, syndication and post-show activation, that\u2019s a strategy.\u201d\u00a0<\/p>\n<h2><strong>What is Friction: The Real Problem for TV<\/strong><\/h2>\n<p>It was in our prep call that David Grant, CEO of Favored.Live, gave me the single word that defines the challenge of TV Shopping: <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Featured-Articles\/Removing-the-Friction-of-Content-Discovery-On-CTV-167171.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Removing the Friction of Content Discovery On CTV\"><em>friction.\u00a0<\/em>TV has too much of it<\/a>.<\/p>\n<p>While you can today buy what you see in some environments, the widely distributed methods are still too clunky. You grab your phone, type a URL, maybe scan a QR code\u2014but the truth is, the majority of humans will give up just <em>thinking<\/em> about those three methods. Thinking is hard; most viewers quit before they start.<\/p>\n<p>TikTok is different. You\u2019re mesmerized by video, like TV, but your fingers are flicking upward in a rhythmic dopamine loop.<\/p>\n<p>Here\u2019s my personal example: For me, kitesurfing videos are my thing to watch on TikTok.<\/p>\n<p>One night, a creator\/kiter popped up selling a world map of the best kitesurfing spots. Two thumb flicks later, I\u2019d bought it. No search. Just PayPal checkout. Done. A true zero-friction environment. Honestly, I was half asleep. But I was delighted when my piece of printed paper showed up six weeks later. It\u2019s since been professionally framed.<\/p>\n<p>\u201cWhat TikTok is really brilliant at doing,\u201d Grant said, \u201cis the algorithm just knows. You can pour in infinite content, and if you\u2019re in a shopping mindset, it figures that out and sends you a creator pitching a product. If you\u2019re not, it won\u2019t.\u201d<\/p>\n<p>More than two million creators now sell through TikTok Shop, and Grant\u2019s company has activated 730,000 affiliates, generating sales for brands that didn\u2019t even exist a year ago.<\/p>\n<p>He told the story of one Los Angeles fragrance startup:<\/p>\n<p>\u201cWe found some people who loved the product, learned how to talk about it live on TikTok, and started going live. That company now does about $2 million a month. They just got acquired by private equity. I\u2019ve got fragrance companies coming to me almost every day asking, \u2018Can you sell my product?\u2019 You can only do that with video. You can\u2019t do that with text.\u201d<\/p>\n<p>Imagine selling <em>a fragrance<\/em> through TV. And without smell-o-vision. Storytelling is powerful and authentic influencer style storytelling is rapidly scaling in a way that is changing the way products are sold, with talented humans answering questions about merchandise in real-time.<\/p>\n<h2><strong>Rethinking the TV: AI Hub in the Living Room?<\/strong><\/h2>\n<p>Dallas Lawrence, Chief Strategy Officer at groundbreaking TV OEM Telly, argues that the television hasn\u2019t had the right form-factor for frictionless commerce. The single-screen experience is the real roadblock.<\/p>\n<p>\u201cYou\u2019re not going to stop watching your favorite NBA game to buy LeBron\u2019s shoes,\u201d he said. \u201cBut if you have a second screen attached to it, you might just do that.\u201d<\/p>\n<p>Telly\u2019s dual-screen TV combines a 55-inch 4K HDR display with a persistent lower panel for data, offers, and commerce. The second screen enables a key piece of frictionless commerce \u2013- it happens without any interruption of the viewing experience, whether the viewer is watching the content or a commercial.<\/p>\n<p>In fact, he added: \u201cBy the way, when a national Mazda ad airs, we can instantly show a localized companion ad on the second screen\u2014clickable, measurable, and personalized. Engagement goes through the roof.\u201d<\/p>\n<p>Lawrence said the next hurdle is psychological. \u201cTraining a human to make a purchase on their television is a completely new path to purchase,\u201d he said. \u201cThe more times a household is presented with a shoppable moment, the more likely they are to click again and again. We\u2019re literally training new behavior.\u201d<\/p>\n<p>Ok so how much does this amazing dual-screen TV gadget cost? Amazingly, nothing. Consumers get the set for free, by sharing household data. In return, Telly can provide advertisers what Lawrence calls \u201cthe most powerful data and advertising business television has ever seen.\u201d<\/p>\n<p>And along with that, at Telly, the TV can become a powerful intelligent hub.<\/p>\n<p>\u201cAll we\u2019ve innovated in TV for the last five years is size and price,\u201d Lawrence said. \u201cIf we flip that and put as much computing power in it as your phone\u2014camera, microphone, AI\u2014the screen can become the platform you live your life by.\u201d<\/p>\n<p>Today the Telly team is already testing an AI-generated daily show personalized to each household.<\/p>\n<p>\u201cWe know 160-plus things about your household,\u201d he explained. \u201cSo when you turn your TV on, you\u2019ll get a short show with news and recommendations relevant to you. We\u2019re not far from creating that one show for you every single day.\u201d<\/p>\n<p>For viewers, that means fewer irrelevant ads, more useful offers, and the ability to act instantly\u2014without leaving the couch. The implications for advertising are profound.<\/p>\n<p>\u201cThe winners will be the platforms with first-party relationships where consumers share data in exchange for a better, more relevant experience.\u201d<\/p>\n<p>After two decades chasing the big screen for commerce use cases, we seem to be at a tipping point for video shopping.<\/p>\n<p>Livestream innovators like Favored.Live and TalkShopLive are riding an organic wave of social shopping. Telly is presenting a dual-screen shopping experience with a smart, synchronized second-screen that doesn\u2019t interrupt the live \/ linear feed.\u00a0<\/p>\n<p>How will these forces impact the more traditional TV shopping innovations involving a remote control and a TV device that also holds your payment information? We\u2019ll all have to stay tuned to find out.<\/p>\n<p><em>Brian Ring is a streaming technology expert with deep experience in full-stack GTM, Product Market Fit, and Revenue Growth motions. He\u2019s worked with Amagi, Synamedia, MediaKind, Mux, Ateme and many others. His expertise includes all segments of video tech infrastructure including content creation, management, distribution, and monetization. Current consulting projects are focused on LLM-integrated media workflows; the CTV programmatic stack; the next evolution of FAST.<\/em><\/p>\n<p><em>Brian is an active thought leader, writing and moderating panels for Streaming Media, NAB Show, Stream TV Show, Sports Video Group, and other major industry events.<\/em><\/p>\n<p><em>He holds an MBA from The Wharton School and a BA in Psychology from UC Berkeley.<\/em><\/p>\n<p><em>Sign up for free at:<\/em> <a href=\"http:\/\/www.ringdigital.tv\/\" target=\"_blank\" rel=\"noopener\" title=\"#FutureOfTV.Live\"><strong><em>#FutureOfTV.Live<\/em><\/strong><\/a> <strong><em>??<\/em><\/strong><\/p>\n<div class=\"cta_magazine_subscription_wrap\">\n<div class=\"cta_magazine_subscription\">\n<div class=\"cta_magazine_subscription_img\">\n            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/168775-2025-Cover-Images---April-2025-ORG.png\" alt=\"Streaming Covers\"\/><br \/>\n<!--            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/167595-2025-Cover-Images-ORG.png\" alt=\"Streaming Covers\">-->\n        <\/div>\n<\/p><\/div>\n<\/div>\n<p><noscript>Please enable JavaScript to view the <a href=\"https:\/\/disqus.com\/?ref_noscript\" target=\"_blank\" rel=\"noopener\">comments powered by Disqus.<\/a><\/noscript><\/p>\n<p>&#13;<br \/>\n            Related Articles&#13;<br \/>\n            &#13;\n        <\/p>\n<section class=\"article_grid\">&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/CTV-Isnt-Just-Another-Screen-Why-Brands-Need-a-New-Strategy-for-Shoppable-Ads-170268.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/169962-brightline2-ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/CTV-Isnt-Just-Another-Screen-Why-Brands-Need-a-New-Strategy-for-Shoppable-Ads-170268.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">CTV Isn\u2019t Just Another Screen\u2014Why Brands Need a New Strategy for Shoppable Ads<\/a><\/h3>\n<p>&#13;<br \/>\n                The latest findings from BrightLine show that consumers are engaging with shoppable CTV ads differently and more intentionally\u2014favoring rich, interactive formats like carousels and branded destinations. In this Q&amp;A with Joshua Blum, Director of Research &amp; Analytics at BrightLine, he delves into further detail about their recent findings and how platforms can adapt their shoppable TV experiences to adjust to these new behaviors.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    01 Jul 2025<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<br \/>\n        &#13;<br \/>\n        <\/section>\n<p>&#13;<br \/>\n            Companies and Suppliers Mentioned&#13;\n        <\/p>\n<section class=\"vendor_container\">&#13;<br \/>\n            &#13;<br \/>\n        <\/section>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=172227\" target=\"_blank\" rel=\"noopener\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>I\u2019ve been in the TV technology business for nearly 25 years, and no meme is more tired than these three words: Jennifer Aniston\u2019s sweater. It\u2019s shorthand for the television industry\u2019s decades-long, unsuccessful search for the ultimate connection between viewers and advertisers\u2014the ability to drive an instant transaction, while watching. That dream still hasn\u2019t materialized, though [&hellip;]<\/p>","protected":false},"author":1,"featured_media":2309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-2307","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live-session"],"_links":{"self":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/2307","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/comments?post=2307"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/2307\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/2309"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=2307"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=2307"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=2307"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}