Shoppable TV ads let viewers purchase a product directly from a TV advertisement — via remote control, phone, or voice — without leaving the TV experience. Two approaches exist:
- In-TV commerce (Amazon Fire TV): Amazon's Fire TV integrates Amazon Shopping — viewers can click on a product in an ad, see a product page, and check out using saved Amazon Pay, all via remote. Available in India via Amazon DSP for Amazon sellers. The most developed shoppable TV product in India.
- TV-to-phone handoff (QR code): The TV ad shows a QR code that deep-links to a product cart on Amazon, Flipkart, or a brand app. Viewer scans on phone and completes purchase on mobile. Works on any CTV platform. Practical for non-Amazon commerce.
India current state: Amazon Fire TV shoppable is available now for Amazon sellers. JioCinema shoppable (via JioMart/Jio Pay integration) is a plausible 2026–27 development given Reliance's commerce stack. Hotstar has no native commerce integration. QR-to-cart is the practical route for all other India CTV advertisers today.
India's UPI infrastructure makes shoppable TV a strong long-term market opportunity — payment friction is low once the viewer has scanned.
Full guide
For a complete explanation, read: Shoppable TV ads: how commerce formats work on CTV and what India offers