It is now possible for Roku users to purchase products from Shopify merchants directly on their Roku player or Roku-powered TV. This has been made possible through the use of Roku Action Ads.
Unlike traditional ads, Roku Action Ads are advertisements that prompt some type of action. For example, sending a text, scanning a QR code, or in the case of Shopify, making a purchase.
According to the latest announcement, after seeing an ad for a Shopify merchant, the Roku device user will be able to learn more about the product, including accessing the option to purchase it, by pressing “OK” on their Roku remote.
If opting to make a purchase, Roku will then automatically handle the rest of the checkout process by utilizing Roku Pay to provide payment and shipping information. Once the purchase is complete, the Roku device user will automatically be returned to their streaming experience.
While it should be expected that more Shopify merchants will sign up to the program over time, Roku has only confirmed the men’s apparel brand True Classic, the game-based connected rower Ergatta, and wellness brand Olly as launch partners.
In addition to making the shopping experience easier and more seamless for the viewer, the partnership will also be of benefit to Shopify advertisers, granting them more customer data and insight into purchasing trends.
In reality, this isn’t a totally new development as Roku also partnered with Walmart last year to offer a similar shoppable experience where viewers could press “OK” on a shoppable ad and have Roku Pay automatically populate payment and shipping details during checkout.
Roku Action ads have also been used by DoorDash in the past, making it possible for DoorDash merchants to place unique click-to-order offers within the ads seen on Roku devices and services.